دانلود رایگان مقاله انگلیسی بررسی نگرش مصرف کنندگان و اهداف خرید در خرید آنلاین برون مرزی در کره جنوبی - امرالد 2018

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.

Conclusion

The conclusions drawn from this study make contributions to two main areas. First, this study developed the instrument dimensions of e-service quality by modifying the E-S-QUAL and the E-RecS-QUAL models to consider cross-border online shopping context. Second, this study identified CNFU dimensions that affect overall consumers’ attitude, which in turn is significantly related to actual behavioral intentions. The results have implications for practitioners and researchers and they are discussed below.

From a research perspective, we demonstrate yet again that the approach of the TPB model in the cross-border online shopping context provides a good understanding of the determinant factors and the relationships between intentions and attitudinal, normative, and control beliefs. That is, this study validates the robustness of the TPB in helping explain cross-border online shopping intention. Other studies have also used the TPB the TRA, the TAM, or the OSAM as a theoretical framework to explain consumers’ intention to e-commerce activities in Korea (e.g. Kim, 2012; Yu and Chae, 2014; Cho et al., 2014; Son, 2010; An et al., 2016; Kim and Park, 2016). In addition to the importance of e-service quality and CNFU of attitude toward the behavior in question, some of these studies have found playfulness and usefulness to also be important (e.g. Kim et al., 2014) while others have found economic value and shopping enjoyment to also be important (e.g. Lee, 2014; Kim and Lim, 2015). As the overseas direct online buying behavior within the TPB- or TPB-based framework and its precedent research progresses more and more, we are able to identify which antecedents are most important. This helps us build a vigorous theory about crossborder online shopping behavior.