(A) study on cross-border e-consumer’s cunning behavior : The roles of perceived benefit vs. morality, self-control, and deterrence from the perspective of the situational action theory

다국어 초록 (Multilingual Abstract)

E-commerce has been described as ‘death of distance’ while it made possible to exchange goods through online around the world with low costs. However, when the volume of cross-border e-commerce (CBEC) on tangible goods in particular grows, the meaning of distance is rather ‘reviving'. Because of consumers’ different perceptions on the settings between the domestic and the cross-border e-commerce, consumer’s misconduct, which we have named as the cunning behavior, increases as well. Based on the situational action theory which describes a negative conduct as a moral action and explains the behavior according to an interaction between personality and setting, this study is going to examine the cunning behavior in CBEC and compare the consumer’s different perceptions of domestic and cross-border deterrents through an experiment followed by a survey. The vignettes are developed in 3x2 matrix; illegal, deviant, and unethical behavior in strong information exposure and weak information exposure.
The result shows that perceived benefit is a strong trigger for the cunning behavior and other environmental factors such as information exposure and perceived deterrence has no significant relationship with the cunning behavior. As for the personal traits, personal morality acts as a predictor only in an illegal behavior. Self-control is related to the projected cunning behavior directly and it also moderates the relationship between the cunning behavior contemplation and the projected cunning behavior in all three scopes of the cunning behavior.

목차 (Table of Contents)

• Abstract １
• Chapter 1. INTRODUCTION ３
• 1.1 Research Background ３
• 1.2 Research Objectives ７
• 1.3 Organization of Dissertation ９
• Chapter 2. LITERATURE REVIEW １０
• 2.1 Cross-border E-commerce １１
• 2.1.1 Present conditions of CBEC １１
• 2.1.1.1 Literature on E-commerce １５
• 2.1.1.2 Literature on Cross-border E-commerce １７
• 2.2 Consumer misconduct １８
• 2.2.1 Causes of Consumer Misconduct １９
• 2.2.2 Different Types of Negative Consumers Behavior ２６
• 2.2.2.1 Illegal behavior ３１
• 2.2.2.2 Deviant and legal behavior ３２
• 2.2.2.3 Unethical and legal behavior ３３
• 2.2.3 CBEC Cunning Behavior ３５
• 2.3 Research on the Cunning Behavior in CBEC ３８
• Chapter 3. THEORETICAL BACKGROUND ４０
• 3.1 Situational Action Theory ４０
• 3.1.1 Motivation ４４
• 3.1.2 Moral Filter ４５
• 3.1.3 Controls ４７
• Chapter 4. RESEARCH MODEL AND HYPOTHESES ５０
• 4.1 Research Model ５０
• 4.2 Research hypothesis ５１
• 4.2.1 CBEC Cunning behavior Contemplation ５１
• 4.2.2 Motivation ５２
• 4.2.3 Controls ５３
• 4.2.4 Moral Filter ５６
• Chapter 5. DATA COLLECTION AND ANALYSIS ５９
• 5.1 Measurement Development ５９
• 5.2 Vignette Development ６２
• 5.3 Administration of Survey ６４
• 5.4 Sample and Data Collection ６５
• 5.5 Results ６９
• 5.5.1 Measurement Model ６９
• 5.5.2 Examining Research Hypotheses ７５
• 5.5.3 Post-hoc Analysis ８４
• Chapter 6. CONCLUSION ８７
• 6.1 Summary and Implications ８７
• 6.2 Limitations and Future Research ８９
• 6.3 Contributions ９１
• 6.3.1 Theoretical Contribution ９１
• 6.3.2 Practical Contribution ９２
• Reference ９４
• Appendix １０５
• Abstract in Korean １２８