Determinants and Moderators of Consumers' Cross-Border Online Shopping Intentions

Abstract

The share of online purchases that consumers conduct in foreign countries, i. e., crossborder online shopping, is increasing. The literature suggests that general online shopping intentions are determined by consumers' motivators (perceived benefits) and inhibitors (perceived risks) with respect to online shopping. However, little is known about the specific benefits and risks that determine consumers' intentions for cross-border online shopping and the factors that moderate this relationship. The authors conceptualize a crossborder online shopping model that is suitable for investigating such cross-border online shopping behaviour, and they then test this model based on data from 220 online shoppers. The results show that cross-border online shopping is the rule rather than the exception. The findings indicate that consumers' cross-border online shopping intentions are particularly affected by the specific benefits (e. g., a wide selection and exclusive brands/ products) and less so by the risks (e. g., long delivery times, additional fees, and warranty claims) of foreign online shopping. This relationship is partly moderated by foreign travelling and consumer cosmopolitanism.

Online shopping behavior of Chinese and Japanese consumers

“…Bene it and cost considerations determine perceived value (Huang & Chang, 2017). Wagner, Schramm-Klein & Schu (2016) indicated that consumers' cross-border online shopping intentions were particularly affected by the speci ic bene its (e.g., a wide selection and exclusive brands/products) and less so by the risks (e.g., long delivery times, additional fees, and warranty claims) of foreign online shopping. This relationship is partly moderated by foreign travelling and consumer cosmopolitanism.…”

Study on the Driving Factors of Cross-Border Online Consumer Purchase Behaviour

“…But, the path coefficient of perceived risk on behavioural attitude is not significant. 13, it can be seen that the fitting index of the model is good. In table 12, the path coefficient of perceived usefulness on behavioural attitude and the one of perceived ease of use on behavioural attitude are significant.…”

“…Researches on imported cross-border e-commerce are mainly focused on the driving factors of the consumer behaviour, such as consumers' personal characteristics (e.g., age, occupation, income level, education background, etc. ), intrinsic motivation, the product quality, product price, the social paradigm, perceived usefulness, perceived ease of use, perceived risk , imports of cross-border e-commerce policy (Guo and Wang,2009;Zhang, Song and Zhuo, 2017;Wagner et al, 2016;Valarezo et al, 2018). At the same time, some studies have analyzed the incentives of import cross-border policies to consumers' cross-border online shopping behaviour, such as tax policy, customs clearance difficulty, positive list of imports, publicity exposure of bad products (Leal et al, 2010;Martens,2013).…”

Understanding Consumers’ Loyalty to an Online Outshopping Platform: The Role of Social Capital and Perceived Value

“…Safari and Thilenius [11] investigated consumers' specific uncertainties when purchasing from foreign e-tailers. Wagner et al [12] empirically indicated that consumers' online outshopping intentions are particularly affected by specific benefits (e.g., exclusive brands/products and a wide selection) and risks (e.g., long delivery times, additional fees, and warranty claims), while Boeuf and Sénécal [2] described six factors that may affect online shopping intentions. In sum, the literature further indicated that IOO differs from domestic online shopping.…”