Consumer Behavior

Who are Cross-Border Online Shoppers?

  • Min Jeong Seo (Research Institute of Korean Life Science)
  • Yu-Jin Jeong (Chonbuk National University)


Cross-border online purchase has been significantly increased throughout the world thanks to the development of transportation and technology. Understanding cross-border online shopping behavior in South Korea is particularly important due to its dramatic growth. Since 2010, cross-border online shopping has been increased by 40% every year (Korean Consumer Agency, 2014). This study is to enhance the understanding of cross-border online shopping behavior in South Korea. Based on the Theory of Reasoned Action (TRA), specifically, this study examined the relationships among consumer beliefs, attitude, subjective norms, and purchase intention for cross-border online shopping. This results of this research demonstrated that building a positive attitude toward cross-border online shopping, which was influenced by global orientation, ethnocentrism, and global brand beliefs, was the powerful antecedent of purchase intention for cross-border shopping.

How to Cite:

Seo, M. & Jeong, Y., (2016) “Who are Cross-Border Online Shoppers?”, International Textile and Apparel Association Annual Conference Proceedings 73(1).

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Published on
09 Nov 2016
Peer Reviewed