The Influence of Country Image, the Korean Wave, and Website Characteristics on Cross-Border Online Shopping Intentions for Korean Cosmetics: Focusing on US and Chinese Consumers

2020 ◽  
Vol 20 (2) ◽  
pp. 38-49
Author(s):  
Heesoon Yang ◽  
Byoungho Ellie Jin ◽  
Minji Jung
Keyword(s):  
Online Shopping ◽  
Country Image ◽  
Chinese Consumers ◽  
Cross Border ◽  
Korean Wave

Cross-border online shopping experiences of Chinese shoppers

2019 ◽  
Vol 32 (2) ◽  
pp. 366-385 ◽  
Author(s):  
Eunsoo Baek ◽  
Ha Kyung Lee ◽  
Ho Jung Choo
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Success Factors ◽  
Online Shopping ◽  
Equation Modeling ◽  
Chinese Consumers ◽  
Experimental Conditions ◽  
Content Type ◽  
Cross Border ◽  
Product Authenticity

Purpose The purpose of this paper is to investigate how geographic cues embedded in a website affect Chinese consumers’ cross-border shopping experiences. The study simultaneously explores the effect of telepresence on shoppers’ perceptions of product authenticity and their trust in retailers, key drivers of behavioral intentions. Design/methodology/approach Two experimental conditions were utilized. Geographic cues depicted a famous shopping district in the retailer’s country (South Korea) or the shopper’s country (China). Study participants were female Chinese consumers in their 20s and 30s who had purchased Korean fashion products in the past (n=236). Structural equation modeling was conducted using AMOS 21.0. Findings Results indicate that participants in the “retailer’s country” experimental condition experienced higher telepresence and greater perceptions of product authenticity. Furthermore, telepresence increased participants’ trust in the retailer and perceived product authenticity, which led to positive behavioral intentions. Practical implications Findings offer important implications for cross-border online retailing. First, results suggest a highly successful tactic for enhancing shoppers’ perceptions of product authenticity and retailer trust on a cross-border platform. Second, cross-border online business professionals should focus on the role of telepresence. Finally, this study provides insight about Chinese cross-border shoppers. Originality/value This study contributes to the literature on cross-border online shopping. It suggests that the strategic use of geographic cues on a website can provide an experiential benefit, telepresence, to cross-border shoppers. The study’s findings provide a novel insight into possible unique success factors in cross-border e-commerce.

The Influences of Korean Wave and Product Image on Cross-border Shopping Intention for Korean Cosmetics in China*

2018 ◽  
Vol 29 (1) ◽  
pp. 55-82
Author(s):  
Minji Jung ◽  
Jae-Eun Chung ◽  
Heesoon Yang
Keyword(s):  
Cross Border ◽  
Korean Wave ◽  
Product Image

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

2018 ◽  
Vol 22 (2) ◽  
pp. 86-104 ◽  
Author(s):  
Bangwool Han ◽  
Minho Kim ◽  
Jaehoon Lee
Keyword(s):  
Service Quality ◽  
Behavioral Intentions ◽  
Online Shopping ◽  
Behavioral Control ◽  
Estimation Method ◽  
Perceived Behavioral Control ◽  
Normative Structure ◽  
Content Type ◽  
Cross Border ◽  
National Borders

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.

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