A study of cross-border outshopping determinants: mediating effect of outshopping enjoyment

摘要

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. Outshop-pers 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.