international online shopping
TRANSCRIPT
ONLINE INTERNATIONAL SHOPPING EXPERIENCE: PROPOSITION OF A RESERACH MODEL
Sylvain Sénécal
HEC Montréal
Benjamin Bœuf
Montpellier Business School
Muhammad Aljukhadar
King Abdulaziz University
EMAC 2016
Importance & Research Gap
• International online shopping (IOS)– Expected to reach $US1 trillion in 2018
– Important for both local and international retailers
• Prior literature on offline traditional cross-border shopping (e.g., Herrmann & Beik 1968, Piron 2002, Sullivan et al. 2012)
• But, no literature on IOS– No clear understanding of IOS determinants
Research Objective
• Develop and test a framework of the determinants of consumers’ intention to perform IOS.
Determinants
• Secondary costs
– Extent to which a consumer regards the delivery time, shipping rates, and product returns’ policy of foreign e-retailers as worse than those of domestic e-retailers (e.g., Piron 2002, Baruca & Zolfagharian 2013)
• Skills in foreign retailer language (Sullivan & Lavoie 1995,
Viswanathan et al. 2010)
Determinants
• Ethnocentrism
– Preference for purchasing domestic products and the belief that buying foreign products is wrong because it could hurt the domestic economy (Dmitrovic & Vida 2007)
• Trust in foreign retailers (Safari &Thilenius 2013)
Secondarycosts
Skills in foreign e-retailer language
Ethnocentrism
Trust in foreign e-retailers
Evaluation of foreign e-retailer websites
Intention to perform IOS
H1
H2
H3
H4
Method
• Online survey
• 700 Canadian consumers
• Mix of French- and English-speaking
• SEM and bootstrapping analysis
Measures• Secondary costs
– US e-retailers delivery time, shipping rates, and product returns.
• Language skills – Skill level in speaking, reading, and writing in English
• Ethnocentrism– Adapted from Shimp and Sharma (1987)
• Trust in US e-retailers– Adapted from McKnight et al. (2002)
• Evaluation of US e-retailer websites– Adapted from Singh et al. (2006)
• Intentions to perform IOS– Adapted from Maxham & Netemeyer (2002)
Secondary costs
Skills in English
Ethnocentrism
Trust in US e-retailers
Evaluation of US e-retailer
websites
Intention to perform IOS
H1
H2
H3
H4
-.416*** -.106*
.097**
-.097***
.342*** -.515***
-.180***
.203***
R2=.61R2=.50
χ² = 1151.96χ²/df = 2.63
CFI = .964IFI = .964
AGFI = .882GFI = .902
RMSEA = .048*** p < .001; ** p < .01; * p < .05
Contributions
• Propose and test a comprehensive IOS framework
• Direct and mediated effects (through evaluation of e-retailers)
Implications for retailers
• Identify important IOS determinants
• Useful for both local and international e-retailers
Limitations
• Canada-US context
• Large vs small retailers
• Pure play vs brick and click
Thank [email protected]