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

Abstract

Purpose Using 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/approach The 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. Findings Analysis 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/value This 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.

The Influence of Online Customer Behavior and Brand Trust on Online Purchase Interest

“…The results are in accordance with previous researchs conducted by [10], [15], [16], [17], [18], [19], [20], [21], that online consumer behavior variable has a positif and significant effect on Online Purchase Intention.…”

The Influence of Brand Trust in Mediating Consumer Online Behavior Against Buying Interest in Online Stores (Case Study of Hypermart Online Shop in Indonesia)

“…Consumers tend to search for product information via the internet. This tendency is often shown when consumers want to buy products when shopping online (Shim, 2001;Han, 2018). A positive relationship was also found between information searching using the internet and buying interest (Watcharavesringkan, 2003).…”

“…We can pay attention to these changes in our shopping habits. The growth of internet users and digitalization in social forms or have a significant impact on changes in consumer spending trends and behavior (Han, 2018). Previously shopping or buying goods for consumers is done directly by meeting the seller while seeing firsthand the product you want to buy.…”

Determinasi Minat Beli Online Shopee

“…Konsumen yang aktif menggunakan aplikasi seluler dan jejaring sosial merupakan bentuk perilaku konsumen online dalam hal mengumpulkan informasi yang cendrung menimbulkan minat pembelian secara online (Kristiani et al, 2019). Perilaku konsumen online dalam mencari informasi produk menunjukkan kecenderungan untuk memiliki minat dalam membeli sebelum memutuskan melakukan pembelian (Han et al, 2018). Telah banyak penelitian terdahulu mengkaji faktor-faktor yang mempengaruhi niat beli online.…”