Outshopping Through the Internet: A Multicountry Investigation

Abstract

ABSTRACT From the viewpoint of trade leakage for local retailers, Internet shopping bears a similarity to traditional outshopping, in the tendency to shop outside the consumer's immediate shopping areas. Yet, the relationship between consumer outshopping−related characteristics and preference for Internet shopping has received little, if any, research attention. We investigate this relationship using survey data from consumers in three countries—the United States, India, and Korea. According to the results, consumer in-home shopping proneness and perception of time pressure are positively related to consumer preference for Internet shopping mode. In contrast, consumer support for local shopping and orientation toward time management are negatively related to Internet shopping preference. Other findings and managerial implications are also reported.