KOREASCHOLAR

Since consumers have expanded their interest in global countries with the ease of access to global content through online platforms such as YouTube, marketing practitioners endeavor to uncover an underlying mechanism on how consumers’ interest in global countries would prompt their digital shopping behavior. However, prior literature has not concentrated on the influence of watching videos about global countries on consumers’ digital shopping intentions. By scrutinizing a proprietary dataset regarding consumers’ YouTube watching history and shopping website/app usage behavior, we find that watching global content could increase consumers’ digital shopping duration. In addition, we also find that consumers watching more global content have variety-seeking tendencies when they use shopping websites and apps. Furthermore, we investigate the moderating factors such as social media search and consumers’ sentiment toward different countries on digital shopping. Our findings contribute to the international marketing literature and provide managerial implications to digital media platforms and global companies that utilize target recommendations strategy for marketing communication.

• Nayoung Jung(Yonsei University, Republic of Korea)
• Sue Ryung Chang(Yonsei University, Republic of Korea)