A Multilevel Investigation of the Role of Retail Stores in Cross-Border Shopping

This study postulates that individual retail stores play a central role in attracting tourists to engage in cross-border shopping, and it examines both individual-level and store-level effects on cross-border shopping motives and behaviors. It proposes a framework of relationships leading from cross-border shopping motives to store outcomes and destination outcomes through the mediating roles of store loyalty program benefits and store shopping satisfaction. This study further examines the cross-level direct and moderating effects of store brand image. By using a multilevel design, this study seeks to better identify the role of retail stores in tourism shopping.