The Effects of Consumer Cosmopolitanism and Consumer Ethnocentrism on Cross-border E-commerce in China

• 발행기관: 한국무역연구원
• 저자명: Caixia Liu 홍진환(Jinhwna Hong)
• 간행물 정보: 『무역연구』제16권 제3호, 43~57쪽, 전체 15쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

Purpose - This study examines how consumer cosmopolitanism and ethnocentrism is related to Chinese cross-border e-commerce(CBEC) consumers’ purchase intention and channel choice. Particularly, we focused on CBEC channel choice (foreign or local) and investigated its relationship with consumer cosmopolitanism and ethnocentrism. Design/Methodology/Approach - The data were collected from Chinese CBEC consumers. To test our hypotheses, we developed a questionnaire based on previous literature and the questionnaire survey was conducted. Based on the empirical data from 231 Chinese CBEC consumers, we analyzed the data with structural equation model. Findings - Our results found that consumer cosmopolitanism is more positively related with foreign CBEC than local CBEC regarding purchase intention, while consumer ethnocentrism is not significantly related with CBEC regarding purchase intention. Research Implications - This study examines a new and emerging phenomenon of Chinese cross-border e-commerce, and the results implies that managers involved in cross-border e-commerce in the Chinese market can make better use of the cosmopolitanism and ethnocentrism variable in marketing.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypotheses

Ⅲ. Research Methodology

Ⅳ. Results and Dicussion

Ⅴ. Conclusion

References

키워드

Cross-border E-commerce Consumer Cosmopolitanism Consumer Ethnocentrism Purchase Intention