Colombian consumers' outshopping of apparel in the U.S.
Por:
Ceballos, Lina M., Jin, Byoungho, Ortega, Ana M.
Publicada:
1 ene 2018
Resumen:
Outshopping is defined as purchasing goods outside of consumers' trading
areas. Despite threatening local economies, outshopping generates
opportunities for the new trading areas in which it occurs. Studies on
outshopping have reported contradictory results and academics suggest
further research, especially in relation to consumers' micro-level
characteristics. Moreover, few studies have focused on the U.S. as the
trading area and apparel as the traded product. Based on the theory of
reasoned action, this quantitative study explores how attitudes toward
international outshopping and subjective norm influence purchase
intention of apparel goods among international outshoppers in the U.S.
by focusing on four characteristics of international outshoppers -
self-control in terms of spending, the desire for unique products, age,
and gender - as antecedents of attitudes toward outshopping. Colombian
consumers (South America) were chosen as respondents because market
reports indicate that the U.S. is their top favorite international
tourist destination. Findings suggest that more positive attitudes
toward outshopping apparel in the U.S. were found among female consumers
with higher self-control over their expenditures. Respondents were also
influenced by the opinion of others; while age and desire for unique
products were found non-significant. By understanding international
outshoppers, marketers can develop unique market strategies for
attracting global consumers.
Filiaciones:
Ceballos, Lina M.:
Univ North Carolina Greensboro, Dept Consumer Apparel & Retail Studies, Greensboro, NC 27412 USA
Univ EAFIT, Dept Mkt, Medellin, Colombia
Jin, Byoungho:
Univ North Carolina Greensboro, Dept Consumer Apparel & Retail Studies, Greensboro, NC 27412 USA
Ortega, Ana M.:
Univ EAFIT, Dept Mkt, Medellin, Colombia
|