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A study of cross‐border outshopping determinants: mediating effect of outshopping enjoyment
Author(s) -
Guo Chiquan,
Wang Yong Jian
Publication year - 2009
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2009.00811.x
Subject(s) - affect (linguistics) , patriotism , quality (philosophy) , advertising , psychology , service quality , marketing , perceived quality , service (business) , social psychology , business , politics , political science , communication , philosophy , brand awareness , epistemology , law
Outshopping has been studied in the marketing literature for years, and research has identified some compelling reasons for people to shop out of their home country. Outshoppers literally go extra miles to outshop for better quality and assortment of merchandise, higher quality of personal service, more pleasant shopping atmospherics, and more competitive prices. In this study, we propose that outshopping enjoyment is not only directly related to outshopping, as are the earlier outshopping determinants, but mediate the relationships between those cognitive determinants and outshopping behaviour. In addition, we explore how patriotism and terror would affect people's outshopping frequency. Managerial and research implications are also discussed.