KOREASCHOLAR

This study identified types of online retail internationalization in the fast-fashion context and proposed driving factors of retailers’ choices in online-based market entry following the logic of the Uppsala model and the eclectic theory. In particular, this study proposes three types of online-based internationalization: 1) entering a host market with a physical store first, and then expanding with an online store, 2) entering a foreign market with an online store, then expanding to physical stores, and 3) entering only with an online business. In addition, this study investigated the causal factors, ownership-specific and location advantages, that influence the choice of the type of developmental process of online-based internationalization. To develop theoretical and managerial insights into the issue researched, this study employed a qualitative research design involving case studies of three European fast-fashion retailers, H&M, TOPSHOP, and ASOS. This study suggested that fast-fashion retailers that enter a host market with high ownership-specific advantages are likely to choose to enter the market with physical stores and then expand with online stores. On the other hand, when faced with uncertainties attributable to low ownershipspecific or location advantages, fast-fashion retailers are likely to choose to enter with an online store first and then expand with physical stores as conditions change. Consequently, this study provides a better understanding for fast-fashion retailers who are willing to expand their businesses to foreign markets via online stores.

Abstract
 I. Introduction
 Ⅱ. Theoretical Framework
  1. Uppsala internationalization process model
  2. Eclectic theory
  3. Determinants of the types of developmental process of online internationalization
 Ⅲ. Methods
 Ⅳ. Results
  1. H&M
  2. TOPSHOP
  3. ASOS
 Ⅴ. Discussion
 VI. Conclusion and Limitations
 References

• Jung Eun Lee(Dept. of Apparel, Housing, and Resource Management, Virginia Tech) Corresponding author