Purpose – Since South Korea has widened its market doors to global trade, demand has been continuously on the rise for foreign luxury brands, especially from young South Korean consumers. This study aims to identify the determinants of young South Korean consumers' purchasing intentions toward...

Purpose – This study examines the impacts of fashion innovativeness and materialism on young Korean consumers' attitudes toward online purchasing of foreign fashion goods across national borders through local e‐commerce enablers and the moderating effect of internet innovativeness on these...