Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea

Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea PurposeUsing the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important others, and cross-border online purchasing behavioral intention. The effects of E-S-QUAL and CNFU on attitude are examined with data collected from Korean consumers who have cross-border online purchasing experience.Design/methodology/approachThe authors evaluate the research model in this study and test the hypotheses using partial least squares, an OLS regression-based estimation method that focuses on predicting independent variables hypothesized to have a causal relationship that maximizes the explanatory variance of the dependent variable.FindingsAnalysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention. Also, beliefs about self-efficacy and normative structure regarding cross-border online purchasing positively affect behavioral intentions.Originality/valueThis paper develops a conceptual model explaining consumers’ intentions to shop online across national borders. To the best of the authors’ knowledge, none of the previous studies have particularly mentioned the associations between beliefs about e-service quality and actual behavioral intentions in the context of cross-border online shopping. Also, the important role of CNFU has been ignored as one of the factors that can affect consumers’ decisions to shop online beyond national borders. In regard to this matter, the authors aim to investigate cross-border online shopping factors that can help international e-commerce gain a better understanding of the needs of their consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Korea Trade Emerald Publishing

Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea

Journal of Korea Trade , Volume 22 (2): 19 – Jun 4, 2018

Loading next page...
 
/lp/emerald-publishing/exploring-consumer-attitudes-and-purchasing-intentions-of-cross-border-NYq00h5z83

References (76)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1229-828X
DOI
10.1108/JKT-10-2017-0093
Publisher site
See Article on Publisher Site

Abstract

PurposeUsing the theory of planned behavior as its basis, the purpose of this paper is to investigate the relationships among beliefs about electronic service quality (E-S-QUAL); consumers’ need for uniqueness (CNFU); and beliefs about perceived behavioral control, expectations of important others, and cross-border online purchasing behavioral intention. The effects of E-S-QUAL and CNFU on attitude are examined with data collected from Korean consumers who have cross-border online purchasing experience.Design/methodology/approachThe authors evaluate the research model in this study and test the hypotheses using partial least squares, an OLS regression-based estimation method that focuses on predicting independent variables hypothesized to have a causal relationship that maximizes the explanatory variance of the dependent variable.FindingsAnalysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention. Also, beliefs about self-efficacy and normative structure regarding cross-border online purchasing positively affect behavioral intentions.Originality/valueThis paper develops a conceptual model explaining consumers’ intentions to shop online across national borders. To the best of the authors’ knowledge, none of the previous studies have particularly mentioned the associations between beliefs about e-service quality and actual behavioral intentions in the context of cross-border online shopping. Also, the important role of CNFU has been ignored as one of the factors that can affect consumers’ decisions to shop online beyond national borders. In regard to this matter, the authors aim to investigate cross-border online shopping factors that can help international e-commerce gain a better understanding of the needs of their consumers.

Journal

Journal of Korea TradeEmerald Publishing

Published: Jun 4, 2018

There are no references for this article.