Online shopping is revolutionizing the way we access and purchase products in international markets. Despite this growth, many consumers are still hesitant to purchase products from foreign companies due to trust issues, cultural differences and concerns about unfamiliar products.

A new study led by Assistant Professor Ha Kyung Lee of Chungnam National University explores how global companies can overcome these challenges by simplifying online shopping and highlighting their corporate social responsibility (CSR).

Their article was posted online on August 28, 2024 and was published in the Journal of Retail and Consumer Services on November 1, 2024.

In this study, researchers analyzed the behavior of 1,033 online shoppers from South Korea and Japan. They found that corporate social contributions, such as supporting environmental or social initiatives, strengthen the positive effect of online shopping on purchase frequency.

Professor Lee explains: “When consumers find it easy to shop online, they are more likely to purchase international products. In fact, CSR initiatives significantly strengthen this link between online purchaseability and purchase frequency. »

One of the most surprising findings was the difference in consumer responses between South Korea and Japan. Japanese consumers, who are generally less active in online shopping than South Koreans, showed a stronger response to CSR.

“For Japanese consumers, CSR indices likely helped reconcile their positive perceptions of online shopping with their hesitancy to engage, thus making the influence of social security contributions on purchasing behavior stronger in Japan than in in South Korea,” says Professor Lee.

This suggests that CSR can help build trust and overcome consumer hesitation, but that its effects could be influenced by cultural predispositions.

Companies can apply these findings by improving usability and transparency while integrating CSR messages into their platform. This approach is particularly important in markets where trust in foreign brands is still developing. For companies entering new markets, CSR can be a strategic tool to build consumer trust and overcome cultural or digital barriers.

Looking ahead, the study’s findings will likely have long-term implications. CSR could be a powerful tool to adapt strategies in countries where adoption of online shopping is less widespread.

Professor Lee concludes: “Over time, CSR could become a standard part of global e-commerce, helping to bridge the gap. digital divide and do online shopping accessible to a greater number of people. »