Fashion Consumers' Purchase Intention on Cross-border Online Shopping

패션소비자의 온라인 해외직구 행동의도에 관한 연구

  • Lee, Joo Young (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Hyejoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2015.07.10
  • Accepted : 2015.08.21
  • Published : 2015.10.31


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.


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