The study explores the direct and mediated impacts of customers’ perception of purchase budget (BGT) on purchase intention (PIT) through perceived quality (PPQ), perceived price (PPR), and perceived benefit (PB) in a cross-country setting to understand BGT’s role in predicting customer purchase intention in smartphone selling through international online shopping platforms. An online survey was conducted in Kenya, France, and the United States to gather data from 429 consumers who had recently purchased one or more smartphones through international online shopping platforms. SmartPLS-4 was used to test the hypotheses. Results for the entire sample showed a significantly positive mediating role of PPR and PPQ between BGT and PIT. However, the mediating roles of PPQ and PB were not significant in the samples from Kenya, France, and the United States. The results also showed that PPR plays a significant and positive mediating role between BGT and PIT in samples from Kenya, France, the United States, and overall. However, the direct relationships between BGT and PPQ, PPR, and PB are shown to be negatively significant.
Until now, the literature on Chinese International Online Shopping (CIOS) (B2C export from China) mainly concentrated on the potential income that it constitutes for Chinese international trade. However, regarding International Online Consumers' (IOCs) purchase behaviors, research does not provide insight into the impact of Countries' Level of Economic Development (CLED) on the IOCs' preferences and choices about Chinese brands. Based on 9971 purchases about Chinese mobile phone brands, countries' macroeconomic data, and a multinomial logistics model (MLM), we examined IOCs' preferences and choices about Chinese brands. The result shows that the CLED influences IOCs' preferences and choices. Consequently, accounting of CLED in consumers’ preferences and choices introduces a new dimension in understanding IOCs' behaviors and attitudes towards Chinese mobile phone brands. This work contributes to Chinese brands' globalization research from the perspective of CLED. Such a model can be used to guide e-retailers and brand managers.
Despite the growing impact of smartphone use on countries’ economies, the literature has rarely investigated the link between economic context and smartphone purchase trends. Based on 20,556 smartphones sold from a Cross-Border E-Commerce (CBEC) platform, the study reveals that relationships between GDP per capita and Smartphone Choice Preferences (SCP) as well as Purchase Quantities (PUR) are direct and partially mediated by Price (PRI), Read-Only Memory (ROM), and Random-Access Memory (RAM). That means that the economic context highlighted by the GDP plays a substantial role in smartphone choices and purchases. The study suggests that e-sellers and smartphone brands should adapt their marketing and manufacturing strategies to the countries’ economic contexts to leverage the fearless competition in the smartphone industry.
Since the advent of the OBORI, it was subjected to numerous studies. However, most previous studies investigated only the potential impact of the OBORI on the Chinese economy and geopolitics. Therefore, its real effect on Chinese international commerce in OBORI countries is not evaluated yet. Accordingly, this study intends to model the OBORI effect on Chinese product brand purchases across country members. The assessment is made on 18362 purchases of the International Online Consumers (IOCs) from a Chinese international online selling platform. The Data was obtained from a programming language and the octopus software. The OBORI policy's effect on Chinese brands' purchases was examined through a Different In Different Model (DIDM). Results show that the impact of OBORI is weak in the real market. However, it could be significant if OBORI includes more developed and economically strong countries. To Chinese brands and policymakers, we show how the inclusion in the OBORI project of developed countries could contribute more to Chinese product brands' purchases. Thus, the study enables decision-makers to understand the current impact of OBORI on the real market and its potential effect if more developed and economically strong countries are included.
Introduction. Until now, the impact of learning variables on consumers' choices concerning Chinese product brands in the international online shopping framework remains unknown. Accordingly, this study aims to examine the effect of those learning variables on global consumers' choices of Chinese product brands. Method. A total of 44,704 transactions related to the buying process have been collected from a programming language and the Octopus Software within a Chinese International Online Shopping platform. Analysis. The 44,704 transactions have been analyzed through a Decision Tree. Results. The study points out that the number of e-retailers' subscribers reinforces the international consumers' trust online. At the same time, the pricing levels and quantity of product availability are used by global online consumers to assess the originality of Chinese product brands. Conclusions. First, this study extends the existing literature on consumer learning by going beyond the learning variables considered. Second, the study boosts consumer learning literature by elucidating the most significant learning variables guiding international online consumers' choices and purchases. The application of the results will enable brands and e-retailers to understand (1) the stages of the international online consumers' choice; (2) the buying strategies of global consumers.
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