Tourist Shoppers’ Evaluation of Retail Service: A Study of Cross-Border Versus International Outshoppers

Piyush Sharma, Siok Ngoh Ivy Chen, Sherriff T.K. Luk

Research output: Journal article publicationJournal articleAcademic researchpeer-review

33 Citations (Scopus)


This article extends the concept of customer perceived value (CPV) to the tourist outshopping context and explores the differences in antecedents and outcomes of CPV between cross-border and international outshoppers. A large-scale field survey in Hong Kong with cross-border outshoppers from mainland China and international shoppers from four Western countries (Australia, Canada, the United Kingdom, and the United States) shows that perceived product quality, risk, and value for money have a stronger effect on CPV for cross-border outshoppers, and employee service quality and lifestyle congruence for international outshoppers. CPV also has a stronger positive effect on satisfaction, word of mouth, and repeat purchase intentions for cross-border outshoppers, whereas satisfaction has a stronger positive impact on word of mouth and repeat purchase intentions for international outshoppers. We discuss the conceptual contribution and managerial implications of our findings for international retailers, researchers, and tourism organizations.
Original languageEnglish
Pages (from-to)392-419
Number of pages28
JournalJournal of Hospitality and Tourism Research
Issue number3
Publication statusPublished - 1 Mar 2018


  • cross-border outshoppers
  • evaluation of retail service
  • international outshoppers
  • tourist shopping behavior

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management


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