Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders The moderating effect of internet innovativeness

Purpose - This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across national borders through local e-commerce enablers and the moderating effect of internet innovativeness on these impacts. Design/methodology/approach - The data used in this study were gathered by surveying female university students in Seoul, Korea, using convenience sampling, and 222 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, hierarchical regression, and simple slope analysis were conducted. Findings - The results showed that fashion innovativeness and materialism are positively related to the attitude toward purchasing foreign fashion goods online across national borders, and that internet innovativeness exercises significant moderating effects on the relationships. Originality/value - Past research found positive direct impacts of internet innovativeness on internet shopping, but no study has explored the interaction effects between internet innovativeness and other variables directly influencing online purchasing attitudes toward foreign fashion goods. Practical implications are discussed, and suggestions for future research are made.