Prejudice refers to ideas, beliefs, feelings, and attitudes that people have about other less familiar groups as a whole or individuals within those groups, based on their perceived group membership (e.g., race, class, gender, and religion. Prejudice has become increasingly of major importance to scientific thinking about relations between groups. However, little is known about how prejudice affects consumer buying behavior, especially regarding shopping activities that involve crossing between suppliers.

While the term online shopping refers to all online transactions, cross-border online shopping means shopping activities purchasing products or services over the internet for the customers abroad. As Internet use for the international shopping activity increasing, cross border online shopping has grown substantially for last decade. This study is about the problem regarding the cross border online shopping for two different countries and the variables that influence their shopping behavior. The cross border online shopping has been increased by the growth of Internet access. However, the growth of the Internet use does not guarantee a successful development of cross border e-commerce for every country. To find out the perception for cross-border online shopping for two different cultures, shoppers from two countries with different cultural background were chosen, and the perception for cross-border online shopping from each culture is contrasted. For statistical Analysis, ANOVA is used to find the relationship between a single non-metric independent variable, and multiple metric dependent variables. Hofstede’s cultural dimensions model is adopted for this study as a tool to find out the patterns of cross border online shopping. This study showed what the variables would affect the perception in cross border online shopping. The results of this study indicated that cross border online shoppers with different culture were notably different on two variables identified-timeliness and ease of use.

In 2015, the size of China’s cross-border shopping market was 97.3 billion dollars. The market increased by 63% during the last 5 years (Mun, 2016), and is expected to rise to 220 billion dollars by the year 2020. According to the e-commerce export trends of the Korea customs administration, in August 2015, the largest exporter was China (42%) and the largest export was clothing (52%) (Song, 2016). Accordingly, Korean corporations and brands are focusing on Haitao (海淘族, who enjoy cross-border online shopping) and proceeding to build customized websites and mobile platforms. Even though China's cross-border shopping is consistently growing, insufficient information is available to Chinese consumers. Hence, this research study is based on the theory of planned behavior (TPB) and analyzes the factors that influence the behavior of Chinese consumers in cross-border shopping the theory of planned behavior (TPB). The objective of this research is to identify how shopping values, subjective norms, attitudes, and perceived behavior controls influence the behavioral intention of Chinese consumers toward cross-border shopping. The respondents of this study were 20 to 30-year-old Chinese who live in first and second-tier cities in China, and have experienced cross-border shopping. Samples were collected through an online survey website, Sojump (问卷星), and 205 valid questionnaire responses were received. Reliability analysis, factor analysis and SEM (Structural Equation Modeling) were used to validate the measurement model and test the hypotheses with SPSS 21.0 and AMOS 18.0. The findings reveal that the utilitarian values and perceived behavioral controls of Chinese consumers have a positive effect on their attitudes toward cross-border shopping. Furthermore, their behavioral intentions were affected by their attitudes, and their perceived behavioral controls in cross-border shopping excluded subjective norms. The results of the study have implications for Korean fashion retailers who plan to exploit Chinese markets and for the formation of a theoretical basis for cross-border shopping.