INFORMATION SOURCES AND MOTIVATIONAL ATTRIBUTES OF CANADIAN CROSS‐BORDER SHOPPERS: A PILOT STUDY

A cross‐border shopping survey was mailed to 750 randomly selected Canadians, both Francophone and Anglophone, living in the Greater Montreal area. The survey sought to examine if the selected demographic characteristics were related to whether or not Canadian consumers cross‐border shop, to explore Canadian consumers' information sources and motivational attributes with regard to cross‐border shopping, and to determine how information sources and motivational attributes affect their cross‐border shopping behaviors. Approximately 42% of the respondents cross‐border shopped. A predominant segment of those who shopped in the U.S. spoke English at home. Two factors, Merchandise and Service Quality Motivations and Economic Motivations, showed significant relationships with selected cross‐border shopping behaviors.