With the Amazon Prime global service, our users who seek overseas for high-quality products will be able to enjoy free, fast delivery and have a better shopping experience. Amazon offers unlimited free cross-border shipping on more than four million authentic overseas products and unlimited free shipping on more than nine million domestic products. (Elaine Chang, Vice President of Amazon China, Jing, 2016) As online retailers begin to capitalize on their extraordinary economic efficiencies, the shape of a massive mountain of choice is emerging that was previously hidden […] that mass of rare niche products, just not visible or easy to find, is becoming a cultural force, and the economics of such distribution is changing radically as the Internet absorbs each industry. (Chris Anderson, Author of The Long Tail, 2006) As the aforementioned quotes indicate, a considerable growth of internet use and digitalization of society has resulted in a noticeable change in consumer preferences and shopping behaviors. Most of all, the accelerated growing similarities in cross-national consumption have been attributed to the rapid spread of the internet, granting consumers increased power and more universal access. As International Post Corporation reported, a majority of consumers in developed countries as well as emerging markets regularly use online shopping for goods and services. One online shopping study found that online shopping is prevalent globally whether in-country or cross-border, and that there is particularly strong growth in cross-border online shopping (Clemes et al., 2014; Global B2C E-commerce Report, 2015). Luckily, technology and the internet are unceasingly making the world a smaller and more connected place; consequently, the digital world has given consumers the ability to obtain almost everything online. According to the concept of the Long Tail suggested by Anderson (2006) in his book, consumers today can find nearly everything online in the endlessly long tail of niche and scarce products. Consumers have been encouraged to buy many rare niche products online due to the variety inherent in an endless aisle strategy (Anderson, 2006). The major factor among the various drivers of cross-border online shopping is that shoppers can obtain items unavailable in their home country due to limited supply or surplus demand. This tendency toward cross-border online shopping is often dependent on the characteristics of the consumer, and it is because consumers believe that they can express their originality through the purchase of unique products (Tian et al., 2001). However, internet shoppers do not always prefer to make purchases on international online sites. Internet shoppers will be reluctant to buy overseas when the overall service quality of online shopping, including billing systems, privacy and security, delivery time and cost, and various aspects of customer service is lowered (Devaraj et al., 2002; Shim et al., 2001).