earticle

영어

The significant increase of the worldwide Internet use has changed consumers’ purchasing behaviors. The growing global usage of online shopping has consequent influence on purchasing channel selections for overseas global products. Using the theory of planned behavior (TPB) as its basis, this study investigates the relationships among beliefs about electronic service quality (E-S-QUAL), consumers’ need of uniqueness (CNFU), and the cross-border online purchasing behavioral intention. The effect of E-S-QUAL and CNFU on attitude is examined with data are collected from a group of participants consisted of business school graduate and undergraduate students at a university in South Korea. Analysis of the data emphasizes that beliefs about E-S-QUAL and CNFU positively affect attitudes toward buying online from international sites, which in turn positively affect purchasing intention.