Cross-border online shopping: United States consumers’ intention to shop on Korean sites

This study investigated the factors driving the growth of cross-border e-commerce, emphasizing the relationship between country image and online transactions. I developed a model that integrated these two dimensions, and the results demonstrated that country image significantly affected product image, particularly in the context of cross-border online shopping for Korean cosmetics. A positive country image enhanced consumers’ product perception, with the affective dimension being more influential than the cognitive dimension for consumers from the United States. Additionally, the perceived ease of use and usefulness of e-commerce sites did not significantly affect consumer attitudes toward cross-border shopping. However, perceived enjoyment played a crucial role in shaping consumers’ attitude and purchase intention. Ultimately, this research contributes to understanding purchasing behaviors in cross-border e-commerce settings by integrating country image and site dynamics, providing directions for further exploration across product categories.