A cluster and discriminant analysis of mainland Chinese cross-border shoppers

What is it about?

This study explores the motivation for cross-border shopping from mainland China to Hong Kong, identifies crossborder shopper typologies, and proposes means of segmenting the market for cross-border shopping. It also develops a model to predict consumers' cluster membership based on their attitude and behavior towards cross border shopping. Three groups of tourists, namely leisure buyers, planned buyers, and infrequent buyers were identified based on their motivation and attitudes.

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Why is it important?

The resulting segmentation produces information that can be used in terms of targeting and promoting cross-border shopping in a strategic approach.