Effects of Context Cues on Chinese Consumer Cross-Border Purchase Intention: General vs. Low-Carbon Korean Goods

Abstract

Purpose - Previous research has emphasized but not empirically investigated the precise effects of cross-border online shopping context cues and overall consumer perception on consumer cross-border purchase intention (CBPI). To address the gap, based on an S-O-R model and valence framework, this study investigates the structural relationship of online context cues →overall consumer perception → consumer CBPI. Design/Methodology - This study conducts a questionnaire study with 308 Chinese participants to test the all hypotheses. Findings - This study reveals that four context cues have positive effects on overall consumer perceived value and increases CBPI. On the contrary, four context cues have negative effects on overall consumer perceived uncertainty, which discourages CBPI for Korean goods. In addition, there is also a significant difference between the general and low-carbon goods shopping process in context cues → overall consumer perception relationship. Originality/value - This study focuses on online shopping context cues to elucidate Chinese consumer information processes for the CBEC marketing mix as a key to improving overall perception and CBPI. In addition, as the moderating role of good type addresses the significant different information process in general and low-carbon goods on overall consumer perception formation, this study scrutinizes how context cue effects are shaped by goods type.