The Behavior of Hong Kong Cross-Border Shoppers: A Nonparametric Approach

Abstract

This chapter introduces a conceptual framework which links consumers' demographic characteristics with their attitudes toward major shopping area attributes (the push/pull factors), as well as their motivations toward cross-border shopping. It is built on the extant literature of outshopping, cross-border shopping, and consumer switching behavior. It has been tested with data collected from 485 Hong Kong residents. A nonparametric approach will be used to analyze the data. Findings of this study show that “age” and “education” characteristics are good indicators for most of the macrofactors (shopping area attributes). As for microfactors (motivational factors), “age” and “gender” are the best indicators. Results of this study also confirm previous findings that demographic characteristics of consumers affect their cross-border shopping behavior. Low prices on products and good services are the most important pull-factor attracting cross-border shopping. It further reveals that a higher percentage of cross-border shoppers are from lower income families, having only secondary education level, and in the age category of 30–49. Implications for retailers, governments, and tourism-related institutions are discussed.