[논문]The Formation of Attitudes Toward Cross-Border Shopping Websites -Perceived Benefits, COVID-19 Anxiety, and Brand Familiarity-

Heesoon Yang; Yun Jung Choi; Hye Jung Jung; Chorong Youn

doi:10.5850/jksct.2023.47.4.609

[국내논문] The Formation of Attitudes Toward Cross-Border Shopping Websites -Perceived Benefits, COVID-19 Anxiety, and Brand Familiarity- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.47 no.4, 2023년, pp.609 - 624

Heesoon Yang (Fashion and Textiles Major, Sangmyung University) , Yun Jung Choi (Dept. of Fashion and Clothing, Mokpo National University) , Hye Jung Jung (Da Vinci College of General Education, Chung-Ang University) , Chorong Youn (Dept. of Clothing & Textiles, Pusan National University)

Abstract ▼ AI-Helper

This study aimed to explore the effects of perceived benefits on consumers' attitudes towards cross-border online shopping websites. We also explore whether and how consumers' COVID-19 anxiety and brand familiarity weaken or strengthen the relationship between these perceived benefits and consumer attitudes. A total 319 items of data were used for the final analysis. The perceived benefits of a website were found to have only an indirect effect on purchase intentions by mediating consumers' attitudes toward the site. Competitive pricing of fashion products directly affected purchase intentions. COVID-19 anxiety was found to have a negative moderating influence on the relationship between perceived enjoyment and consumer attitudes, whereas brand familiarity had a positive moderating effect on both the relationships between perceived usefulness and consumers' attitudes toward the site and between perceived ease of use and their site attitude. This study provides useful insights for international e-tailers in developing marketing strategies that attract international consumers. Academically, we have contributed to the existing literature on the perceived benefits of global online shopping and the moderators of consumers' attitudes towards e-commerce sites.

Keyword

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