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Fashion Consumers' Purchase Intention on Cross-border Online Shopping
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  • Journal title : Fashion & Textile Research Journal
  • Volume 17, Issue 5,  2015, pp.741-753
  • Publisher : The Korean Society for ClothIng Industry
  • DOI : 10.5805/SFTI.2015.17.5.741
 Title & Authors
Fashion Consumers' Purchase Intention on Cross-border Online Shopping
Lee, Joo Young; Choo, Ho Jung; Lee, Hyejoo;
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This study identified factors that influenced fashion consumers' purchase intentions for cross-border online shopping. This study utilized three outshopping motivation dimensions (utilitarian, social, and hedonic) to empirically verify research questions. The moderating effects of consumers' perceived risks between cross-border online shopping motivations and behavioral intention were also tested on Korean female consumers in their 20s to 40s who had experience purchasing fashion goods through a cross-border online shopping channel within a year. The research are as follows. First, the three motivations have positive effects on cross-border online shopping purchase intentions. Fashion consumers are greatly influenced by hedonic motivation compared to utilitarian and social motivations. Second, perceived risks do not negatively influence cross-border online shopping purchase intentions. Finally, there exists moderating effects of perceived risks between utilitarian motivation and cross-border online shopping purchase intentions. This study reveals motivational and moderating factors that influence fashion consumers to shop through a cross-border online shopping channel. It contributes to prior studies by extending the research range of cross-border online shopping into fashion. Marketers and retailers should note that fashion consumers are most influenced by hedonic motivation when shopping in cross-border online malls.
cross-border online shopping;shopping motivation;perceived risk;
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