A Study on the Moderating Effect of Consumer’s Intention to Use for Cross-Border Trade in Korea and Vietnam*

Purpose – This study aims to identify consumer tendencies in Korea and Vietnam, focusing on the online platform called cross-border, to derive revenue generation measures and use them for strategies to advance into ASEAN. Design/methodology – The questionnaire collected 420 copies from December 1 to December 31, 2020, of which 408 were used for statistical processing. The structural equation model (SEM) and moderating effect analysis with Amos was used to test hypothesis in this research. Findings – The hypotheses were set as factors that positively influence the intention to use ecommerce, such as effort expectancy, social influence, facilitating conditions and variety seeking showed statistically significant results. Among them, the social influence factor had the greatest influence, followed by facilitating condition. The sample was divided into countries, Korea and Vietnam, and these changes and differences in influence were confirmed through moderating effect analysis. Originality/value – The moderating effect on both countries (Korea and Vietnam) was found to have a moderating effect on the intention to use. For Korean consumers, significant results were found in the effort expectancy, social influence, facilitating conditions, and variety seeking, but for Vietnamese consumers, there were significant effects on the social influence and facilitating conditions, but the effort expectancy and variety seeking had no significant effect.