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 develops 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.
Highlights
With the proliferation of cross-border e-commerce (CBEC), consumers are faced with a wide variety of products from the global market
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 developed a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement
Summary
With the proliferation of cross-border e-commerce (CBEC), consumers are faced with a wide variety of products from the global market. Given the heterogeneity of consumers’ product involvement, an in-depth investigation into the relationship between COO image and product evaluation with different involvement is needed, especially in the Chinese market. Research question 2 (RQ2): How do country-of-origin image cues impact consumers’ evaluation and purchase intention for Chinese products with different involvement types?. Drawing upon the legitimacy theory, this study investigated the impact of the COO image on consumers’ product evaluation and purchase intention, involving the heterogeneity of different product involvement. The authors took the other two facets of the COO image (GCA and GPA) into consideration and distinguished between consumers’ evaluation and purchase decision towards the products into two types: high involvement products and low involvement products. The authors intend to provide detailed insight into consumers’ evaluation and purchase intention for different products
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