Hierarchical value-attainment paths of CBEC consumers: a means-end-chain perspective

Abstract

PurposeThis study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to provide a better understanding of the fundamental factors that determine consumer values in CBEC.Design/methodology/approachThe study applies the means-end-chain theory and soft-laddering techniques to interview 60 CBEC consumers to construct an implication matrix and a hierarchical value map (HVM) of the consumer purchasing process, consisting of attribute-consequence-value (A-C-V) paths.FindingsBy analyzing the significant linkages, elements, ladders and chains in the HVM, four dominant A-C-V paths were identified: economic-driven, efficiency-driven, progress-driven and quality-driven paths.Research limitations/implicationsThis study included only Chinese CBEC buyers. This limitation might affect the generalizability of the conclusions as culture, purchase habits and economic development differ between China and other countries.Practical implicationsThe results of this study provide CBEC practitioners an understanding of the consumer purchasing process and how consumer values are associated with platform characteristics. Thus, the results aid practitioners in allocating resources and developing CBEC platforms in an appropriate manner and direction.Originality/valueThis study sheds lights on the emerging phenomenon of CBEC. By applying the means-end-chain approach, the study provides a comprehensive HVM for interpreting the consumer online purchasing process in this novel context. By illustrating the dominant paths, this research provides deeper theoretical insights into the specific focuses of CBEC consumer purchasing.

Consumer behaviour in cross‐border e‐commerce: Systematic literature review and future research agenda

“…Although CBEC is an emerging research area, only two qualitative studies have been conducted for the exploratory understanding of consumer behaviour in CBEC. Participants were recruited for structured and unstructured tasks to explore consumers' behavioural intentions and experience with CBEC through focus groups (Pei et al, 2016) or interviews (Xu et al, 2021).…”

“…However, in some developing countries or regions, product authenticity was a special and vital evaluation criterion for consumers who have long been plagued by counterfeit products and food security issues on the local marketplaces (Xu et al, 2021).…”

“…customer's perception of being secure and avoiding potential danger or fraudXu et al (2021) Utilitarian value: customers' feeling of achieving their consumption goals economically and practically Xu et al (2021). Competence: the cognitive capabilities necessary to engage in and perform a specific practice or activity such as shoppingXu et al (2021) Self-discipline: the consumer's ability to control impulse purchase behaviour to achieve multiple objectives Xu et al online purchases from sellers from particular regions other than the home countryValarezo et al (2018) 1 if the individual buys online from sellers from a country other than Spain; 0 otherwiseValarezo et al (2018) individual buys online from sellers from other EU countries; 0 otherwiseValarezo et al (2018) 1 if the individual buys online from sellers from other countries from the rest of the world; 0 otherwiseValarezo et al (2018) Purchase likelihood '1' means the individual makes cross-border purchases; '0' means exclusively purchasing domesticallySleuwaegen and Smith (2020) Repurchase behaviourThe repurchase rate that is the percentage of transactions made by previous customersKim et al (2017) Online cross-border transaction National average of online bilateral trade represents average expenditure per online consumer; CBEC transactions between countries of interest Gomez-Herrera et al (2014), Anson et al (2019), Du et al (2022), Yang et al that is the percentage of all transactions delivered by express services Kim et al (2017) T A B L E D 2 List of avoidance behaviours by research method. Personality traits (online opinion seeker, Internet trust) !…”

Ability Orientation or Good Character? Moderated Mediation Mechanism to Determine the Impact of Telepresence on Consumer Purchasing Intention in Cross-Border E-Commerce

“…Integrity trust (IT) is the perception that CBEC platforms and retailers uphold honesty as part of their business philosophy and keep their promises (Hwang and Kim, 2007). Ability trust (AT) refers to the buyer's belief that the platform and retailers are well versed in product knowledge and can provide customers with the best bargains, related service, and professional guidance (Xu et al, 2021) while excelling in their duties.…”

Understand China’s cross-border e-commerce industry: a market entry mode

“…With the exponential growth of online purchasers, the demand for the timeliness, competitive pricing, and premium quality is concurrently increasing. Xu et al (2021) explain product value, shopping efficacy, shipping progress, and product quality are four important value attainment criteria for CBEC's consumers. These factors are traditional determinants that could govern sales volume, both conventional retailing and e-commerce.…”