Factors Influencing Consumers' Intention to Engage in International Online Outshopping: A Comparison of US and Indian Consumers' Outshopping Intention at Chinese e-tailers
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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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.