Consumers' Satisfaction for Cross Border Online Shopping : Based on the End-User Computing Satisfaction Model

해외직구에 대한 고객 만족도 : 최종사용자 만족 모형을 기반으로

  • Kim, Tae-Hwan (Department of Business Administration, Dankook University)
  • Received : 2018.08.27
  • Accepted : 2018.09.18
  • Published : 2018.09.30


While the term online shopping refers to all online transactions, cross-border online shopping means shopping activities purchasing products or services over the internet for the customers abroad. As Internet use for the international shopping activity increasing, cross border online shopping has grown substantially for last decade. This study is about the problem regarding the cross border online shopping for two different countries and the variables that influence their shopping behavior. The cross border online shopping has been increased by the growth of Internet access. However, the growth of the Internet use does not guarantee a successful development of cross border e-commerce for every country. To find out the perception for cross-border online shopping for two different cultures, shoppers from two countries with different cultural background were chosen, and the perception for cross-border online shopping from each culture is contrasted. For statistical Analysis, ANOVA is used to find the relationship between a single non-metric independent variable, and multiple metric dependent variables. Hofstede's cultural dimensions model is adopted for this study as a tool to find out the patterns of cross border online shopping. This study showed what the variables would affect the perception in cross border online shopping. The results of this study indicated that cross border online shoppers with different culture were notably different on two variables identified-timeliness and ease of use.


Supported by : Dankook University


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