Abstract
This study explores the motivation for cross-border shopping from mainland China to Hong Kong, identifies cross-border shopper typologies, and proposes means of segmenting the market for cross-border shopping. It also develops a model to predict consumers' cluster membership based on their attitude and behavior towards cross-border shopping. A total of 194 respondents were recruited. Three groups of tourists, namely leisure buyers, planned buyers, and infrequent buyers were identified by hierarchical cluster and discriminant analysis based on their motivation and attitudes. The resulting segmentation produces information that can be used in terms of targeting and promoting cross-border shopping in a strategic approach. Nonetheless care should be taken when applying the results due to small and non-random samples, and the fact that no seasonal effect was included in the research.
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