| Abstract [eng] |
Master thesis consists of 108 pages, 19 tables, 3 figures and 124 references. This thesis focused on examining and establishing the influence of a country's image and an online store's image on consumers' purchasing intentions in cross-border online shopping. The study centered around current e-commerce websites from China and South Korea that specialize in skincare products. It involved the analysis of four different websites (two each from China and South Korea) to assess how the image of a country and the perception of an online store affect a consumer's decision to buy from an international online retail. In order to achieve the goal of the research, current study was based on The Theory of planned behavior model. To test hypotheses, the 2 x 2 factorial experimental design was conducted, and data was collected using 2 questionnaires. To conduct a statistical analysis of the responses Independent Samples T-Test and Pearson Correlation analyses were used in statistical software IBM SPSS.The research aimed to explore the theoretical aspects of store and country images, assess how perceived risks impact online store image and consumer willingness to purchase, examine the effect of ethnocentrism on online cross-border shopping, investigate the interplay between store and country images, develop conceptual models and hypotheses, and offer practical business insights and recommendations. The research revealed several key outcomes, higher perceived risks were observed to negatively impact the image of both Korean and Chinese online stores. Less attractive websites were seen as riskier, leading to a decrease in likelihood of purchase. Interestingly, the study found that ethnocentrism, despite its expected significant influence on cross-border online purchasing, did not show a substantial correlation with purchase intentions. The research also examined the direct effect of country image on online store image, confirming that a positive country image leads to a more positive perception of online stores. It was further established that a more positive country image correlates with lower perceived risks. Specifically, the study found that Chinese online stores are perceived as having higher risks compared to South Korean stores, while South Korean stores are perceived as more useful than Chinese. The research also confirmed a direct relationship between higher perceived usefulness and a stronger intention to purchase. Additionally, it was observed that as perceived risks increase, perceived usefulness decreases. However, the anticipated link between higher levels of ethnocentrism and increased perceived risks was not confirmed, diverging from some previous studies. For businesses, particularly in the online skincare market in China and South Korea, this implies a strategic focus on enhancing online store image and addressing perceived risks by implementing robust privacy policies and secure payment methods. Additionally, businesses should manage ethnocentric perceptions by focusing on global consumer values such as quality, innovation, and customer experience, and utilize the positive aspects of their country's image in marketing. A crucial recommendation is to enhance the store's attractiveness and perceived usefulness, correlating with a stronger purchase intention. This includes building a reliable online presence with website security, accurate product descriptions, and transparent pricing. These steps are vital for attracting and retaining global consumers in the competitive online retail landscape for marketers. |
