Chinese Cross-Border Shopping: An Empirical Study

Shopping is one of the most enjoyable leisure-time activities for many tourists. It is, for some destinations, the primary reason for tourism. This article introduces a conceptual model on cross-border shopping built on the extant literature of outshopping, cross-border shopping, and border travel. The authors incorporate macro- and microanalytical factors that influence cross-border shopping behavior. It is hypothesized that market and consumer characteristics (i.e., macro and micro factors) affect cross-border shopping. The model has been tested with data collected from1,000 Hong Kong residents. Findings of this study confirmed that cross-border shopping behavior was affected by the macroenvironmental factors (market characteristics) of the shopping area and socioeconomic as well as motivational characteristics of the consumer (microanalytical factors). On the other hand, the impact of traveling distance between the tourist's place of residence and the shopping area on cross-border shopping was found to be nonsignificant. Implications for retailers and tourism-related institutions are discussed.