Track

MB

Presentation Type

Event

Description

International online outshopping (IOO) is the act of shopping for products from foreign websites (e.g., Asos, Alibaba). Though U.S. consumers are among the top international online outshoppers, their initial IOO intention and post-IOO emotions are yet to be understood. Moreover, an understanding of the role of e-tailer's country image in forming initial IOO intention is also lacking. The purpose of this study is to test a research framework consisting of antecedents of initial IOO intention and emotional consequences of an IOO purchase of U.S. consumers at Chinese and U.K. e-tailers, the top IOO destinations for U.S. consumers. The findings revealed that trust was one of the most important antecedents of initial IOO intention at Chinese and U.K. e-tailers, and transaction utility influenced initial IOO intention at U.K. but not Chinese e-tailers. In addition, by engaging in IOO, U.S. consumers are surprised, aroused, positively affected, and delighted. Implications are discussed.

Share

COinS
 
Jan 1st, 12:00 AM

The Effect of Trust, Transaction Utility, and Product Uniqueness on International Online Outshopping (IOO) Intention and Customer Delight: The Role of E-tailer's Country Image

International online outshopping (IOO) is the act of shopping for products from foreign websites (e.g., Asos, Alibaba). Though U.S. consumers are among the top international online outshoppers, their initial IOO intention and post-IOO emotions are yet to be understood. Moreover, an understanding of the role of e-tailer's country image in forming initial IOO intention is also lacking. The purpose of this study is to test a research framework consisting of antecedents of initial IOO intention and emotional consequences of an IOO purchase of U.S. consumers at Chinese and U.K. e-tailers, the top IOO destinations for U.S. consumers. The findings revealed that trust was one of the most important antecedents of initial IOO intention at Chinese and U.K. e-tailers, and transaction utility influenced initial IOO intention at U.K. but not Chinese e-tailers. In addition, by engaging in IOO, U.S. consumers are surprised, aroused, positively affected, and delighted. Implications are discussed.

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.