Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce
Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce
Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then developed a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.
Country-of-Origin Image, Cross-border e-commerce, product evaluation, Product Involvement, Purchase Intention
Bao, Ying
8015e87c-c1aa-4040-9e9c-aeb36c469908
Cheng, Xusen
f88a8aee-cd1d-46f7-8169-8448252003df
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
22 September 2021
Bao, Ying
8015e87c-c1aa-4040-9e9c-aeb36c469908
Cheng, Xusen
f88a8aee-cd1d-46f7-8169-8448252003df
Zarifis, Alex
7622e840-ba78-4a4f-879b-6ba0f62363cc
Bao, Ying, Cheng, Xusen and Zarifis, Alex
(2021)
Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce.
Journal of Global Information Management, 30 (2).
(doi:10.4018/JGIM.20220301.oa7).
Abstract
Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then developed a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.
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Exploring-the-Impact-of-Country-of-Origin-Image-and-Purchase-Intention-in-Cross-Border-E-Commerce
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Published date: 22 September 2021
Keywords:
Country-of-Origin Image, Cross-border e-commerce, product evaluation, Product Involvement, Purchase Intention
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Local EPrints ID: 489993
URI: http://eprints.soton.ac.uk/id/eprint/489993
ISSN: 1062-7375
PURE UUID: 5118a770-ecf9-45e3-b54b-8402e838c874
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Date deposited: 13 May 2024 16:30
Last modified: 06 Jun 2024 02:21
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Author:
Ying Bao
Author:
Xusen Cheng
Author:
Alex Zarifis
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