Factors Influencing Consumers' Intention to Engage in International Online Outshopping: A Comparison of US and Indian Consumers' Outshopping Intention at Chinese e-tailers
An unprecedented access to consumer goods online has further impacted this phenomenon giving rise to International Online Outshopping (IOO). In 2013, 34.1 million consumers in the US (Paypal, 2013) and a third of the 20 million online shoppers in India engaged in IOO (DHL, 2013). Clothing and apparel constituted the most purchased items with China being the most popular IOO destination. With this trend expected to grow exponentially, the need to understand consumers’ IOO intention is critical for US apparel retailers to retain domestic customers as well as target foreign consumers. This exploratory study examines the factors that affect US and Indian consumers’ intention to engage in IOO at Chinese e-tailers and examines the moderating effect of country on the influence of these factors on IOO intention.