Merchandising/Marketing/Retailing: Branding

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

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Abstract

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.

How to Cite:

Ramkumar, B. & Jin, B., (2017) “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 Textile and Apparel Association Annual Conference Proceedings 74(1).