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Abstract International Online Outshopping (IOO) is the phenomenon where consumers shop online from various electronic marketplaces across the globe. By experimentally testing a diphasic theoretical model on the IOO behavior… Click to show full abstract
Abstract International Online Outshopping (IOO) is the phenomenon where consumers shop online from various electronic marketplaces across the globe. By experimentally testing a diphasic theoretical model on the IOO behavior of U.S. consumers at Chinese and U.K. e-tailers, this study found that, trust has a positive influence on initial IOO intention at both country e-tailers, while transaction utility has a positive influence on initial IOO intention only at U.K. e-tailers. Furthermore, country image moderates the relationship between transaction utility and IOO intention, making it stronger at U.K. than Chinese e-tailer. Trust triggered surprise among consumers with no IOO experience, while diminishing surprise among those with IOO experience. Being one of the initial studies in IOO, this study provides theoretical and managerial implications, and future research directions.
Journal Title: Journal of Retailing and Consumer Services
Year Published: 2019
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