Determinants of Consumer Cross-national Online Outshopping Intention: Country of Origin as Moderator

• Main Authors: Yu-Ling Hung, 洪鈺玲
• Other Authors: 廖淑伶
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/95394012057149906000

碩士 === 元智大學 === 國際企業學程 === 99 === As universality of online shopping and globalization grows, cross-national online outshopping becomes an emerging way to make purchase. According to MIC report, nearly 30% of Taiwanese online shoppers have purchased from foreign online stores. Taiwanese cross-national online outshopping behavior is increasing and it has the potential to grow. Investigating this behavior can let us have better understanding and help the local practitioners to design better strategies to prevent revenue leak or expand their business to foreign countries. Previous outshopping research is most studied on the physical outshopping within one country. Few studies have investigated online outshopping or even cross-national online outshopping. In the present research, we construct a comprehensive framework entailing the possible determinants of cross-national online outshopping intention based on the findings from consumer interview and literature review. The influence of consumer demographics, shopping psychographics, purchasing self-efficacy, perceived risk, social influence, prior cross-national online outshopping satisfaction and foreign online shopping area evaluation on cross-national online outshopping intention are examined. Furthermore, we also investigated foreign online stores’ country of origin (COO) that might moderate the effects of shopping area evaluation and perceived risk on cross-national online outshopping intention. For structural model testing, we conducted empirical study and distributed our questionnaire on Internet by snowballing sampling and convenient sampling (post request article on BBS such as Ptt). The research result indicates that consumers’ need for uniqueness, level of price sensitivity, patronage innovation, fashion consciousness, foreign online shopping area evaluation, purchasing self-efficacy, prior cross-national online outshopping satisfaction, access of foreign online stores’ payment mechanism and foreign experience are positively associated with cross-national online outshopping intention. Consumers’ domestic shopping loyalty and perceived risk are negatively associated with cross-national online outshopping intention. Besides, the COO moderating effect of shopping area evaluation on cross-national online outshopping is found. Consumers actually have different evaluations on developed and developing countries’ shopping conditions and hence affect their cross-national online outshopping intention.