2011 | 4 | 1-2 | 41-55
Article title


Title variants
Languages of publication
Although cross-border online shopping (CBOS) provides the consumers with multiple advantages ranging from easy access for locally unavailable products to reasonably lower prices, current data reveal that individuals hesitate engaging in CBOS. Identifying the present problems causing the hesitation to buy online internationally is very important both from the aspect of businesses and the consumers. By indicating the reasons of hesitation, businesses could easily focus their marketing activities to prevent the hesitations and increase the amount of purchases from their web sites, on the other hand being aware that customers are performing a major role in marketing, finding out the factors that are essentially affecting the purchasing intentions and behaviors of Turkish consumers on international online environment is vital. Thus, the purpose of this research is to find out about the factors that prevent the consumers to engage in cross-border online shopping and moreover to figure out whether there is a difference regarding the problem perceptions of the individuals who have already engaged with the concept and the consumers who had never dealed with CBOS. Research results revealed that the problem perceptions are significantly lower for the former group, indicating that as the consumers get experienced, their hesitations regarding the concept decreases.
Physical description
  • Brashear, T. G., Kashyap, V., Musante, M. D. & Donthu, N. (2009). A Profile of the Internet Shopper: Evidence from Six Countries. Journal of Marketing Theory & Practice, 17, 267-281.
  • Calik, N. & Ersoy, N.F. (2008). Online Shopping Behavior and Characteristics of Consumers in Eskisehir, Turkey: Who, What, How Much and How Often?. The Business Review, Cambridge, 10, 262-269.
  • Chow, S. & Holden, R. (1997). Toward an understanding of loyalty: the moderating role of trust. Journal of Managerial Issues, 9, 275–299.
  • Commission of the European Communities. (2009, March 5). Dismantling Barriers to Cross Border Online Shopping. MEMO/09/475. Retrieved February16, 2012 from the World Wide Web:
  • Davis, F.D., Bagozzi, R.P. & Warshaw, P.R. (1989). User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science, 35, 982-1003.
  • Donthu, N. & Garcia A. (1999). The Internet Shopper. Journal of Advertising Research, 39, 52-58
  • Ergin, E.A. & Akbay, H.O. (2008). An Empirical Investigation of Turkish Consumers’ Online Shopping Patterns. Journal of Global Business & Technology, 4, 54-59.
  • European Commission, Directorate General Health and Consumer Protection. (2004). Qualitative Study On Cross-Border Shopping in 28 European Countries. Retrieved January 10, 2012 from the World Wide Web:
  • Gibbs, J., Kraemer, K.L. & Dedrick, J. (2003). Environment and Policy Factors Shaping Global E-Commerce Diffusion: A Cross-Country Comparison. Information Society, 19, 5-18.
  • Hamill, J. (1997). The Internet and International Marketing. International Marketing Review, 14, 300-323.
  • Hoffmann, D.L. & Novak T.P. (1996). Marketing in Hypermedia Computer Mediated Environments: Conceptual Foundations. Journal of Marketing, 60, 50-68.
  • Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayıncılık.
  • Kolsaker, A., Lee-Kelley, L. & Pui, C.C. (2004). The reluctant Hong Kong Consumer: Purchasing Travel Online. International Journal of Consumer Studies, 28, 295-304.
  • Ling, K.C., Chai, L.T. & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Business Research, 3, 63-76.
  • Lohse, G., Bellman, S. & Johnson, E. (2000). Consumer Buying Behavior on the Internet: Findings From Panel Data. Journal of Interactive Marketing, 14, 15-29.
  • Mummalaneni, V. & Meng, J.G. (2009). An Exploratory Study of Young Chinese Customers’ Online Shopping Behaviors and Service Quality Perceptions. Young Customers: Insight and Ideas for Responsible Marketers, 10,157-169.
  • Organisation for Economic Co-operation and Development. (2002). Measuring the Information Economy. Retrieved January 13, 2012 from the World Wide Web:
  • Pechtl, H. (2003). Adoption of Online Shopping by German Grocery Shoppers. International Review of Retail, Distribution and Consumer Research, 3, 145-159.
  • Quelch, J.A. & Klein, L.R. (1996). The Internet and International Marketing. Sloan Management Review, 37, 60-75.
  • Samiee, S. (1998). The Internet and International Marketing: Is There a Fit?. Journal of Interactive Marketing, 12, 5-21.
  • Shim, S., Eastlick, M.A., Lotz, S.L. & Warrington, P. (2001). An Online Prepurchase Intentions Model: The Role of Intention to Search. Journal of Retailing, 77, 397-416.
  • Singh, N., Fassott, G., Chao, M.C.H. & Hoffmann, J.A. (2006). Understanding International Web Site Usage- A Cross-National Study of German, Brazilian and Taiwanese Online Consumers. International Marketing Review, 23, 83-97.
  • Slyke, C.V., Belanger, F. & Comunale C. L. (2004). Factors influencing the adoption of web-based shopping: the impact of trust. ACM Sigmis Database, 35, 32-49.
  • Stafford, T.F., Turan, A. & Raisinghani, M.S. (2004). International and Cross-Cultural Influences on Online Shopping Behavior. Journal of Global Information Technology Management, 7, 70-87.
  • Taylor, S. & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6, 144-176.
  • Thomas, E.G. (2008). Internet Marketing in the International Arena: A Cross-Cultural Comparison. Journal of International Business Strategy, 8, 84-98.
  • Wang, C. C. & Yang H.W. (2008). Passion for Online Shopping: the Influence of Personality and Compulsive Buying. Social Behavior & Personality: An International Journal, 36, 693-706.
  • Xu, K., Wilkinson, T. & Brouthers, L.E.(2002). The Dark Side of International E-Commerce: Logistics. Marketing Management Journal, 12, 123-134.
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.