Article2019

Cross-border online shopping experiences of Chinese shoppers

Eunsoo Baek · Ha Kyung Lee · Ho Jung Choo

47 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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E-commerce and Technology Innovations Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

Purpose The purpose of this paper is to investigate how geographic cues embedded in a website affect Chinese consumers’ cross-border shopping experiences. The study simultaneously explores the effect of telepresence on shoppers’ perceptions of product authenticity and their trust in retailers, key drivers of behavioral intentions. Design/methodology/approach Two experimental conditions were utilized. Geographic cues depicted a famous shopping district in the retailer’s country (South Korea) or the shopper’s country (China). Study participants were female Chinese consumers in their 20s and 30s who had purchased Korean fashion products in the past (n=236). Structural equation modeling was conducted using AMOS 21.0. Findings Results indicate that participants in the “retailer’s country” experimental condition experienced higher telepresence and greater perceptions of product authenticity. Furthermore, telepresence increased participants’ trust in the retailer and perceived product authenticity, which led to positive behavioral intentions. Practical implications Findings offer important implications for cross-border online retailing. First, results suggest a highly successful tactic for enhancing shoppers’ perceptions of product authenticity and retailer trust on a cross-border platform. Second, cross-border online business professionals should focus on the role of telepresence. Finally, this study provides insight about Chinese cross-border shoppers. Originality/value This study contributes to the literature on cross-border online shopping. It suggests that the strategic use of geographic cues on a website can provide an experiential benefit, telepresence, to cross-border shoppers. The study’s findings provide a novel insight into possible unique success factors in cross-border e-commerce.

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988On the Evaluation of Structural Equation Models 1995An Integrative Model Of Organizational Trust 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2014Artist Authenticity: How Artists’ Passion and Commitment Shape Consumers’ Perceptions and Behavioral Intentions across Genders 2016Early-mover advantages at cross-border business-to-business e-commerce portals 2015Designing e-commerce cross-border distribution networks for small and medium-size enterprises incorporating Canadian and U.S. trade incentive programs

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