The business analysis on the home-bias of E-commerce consumer behavior

Wei-Lun Huang, Peng Hu, Sophia Tsai and Xi-Ding Chen ()
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Wei-Lun Huang: Wenzhou Business College
Peng Hu: Zhejiang Dongfang Polytechnic
Sophia Tsai: The University of Manchester
Xi-Ding Chen: Wenzhou Business College

Electronic Commerce Research, 2021, vol. 21, issue 3, No 10, 855-879

Abstract: Abstract This paper discusses consumer behavior in Taiwan to both domestic and cross-border E-commerce service providers based on the literature review and field research, conducting the empirical analysis through the survey. The results are 1. Taiwan consumers have had much of online shopping experience from domestic and cross-border E-commerce service providers. 2. The individual variables of customer would affect the buying behavior from domestic and cross-border E-commerce service providers such as the difference of gender, age, daily web browsing time, the stickiness of E-commerce website or applications and the frequency of recurring purchase according to the product category of shopped merchandise. 3. The Home Bias of consumer E-commerce might exist: When domestic and cross-border E-commerce platform provides a similar product, consumers would be more willing to engage in the domestic E-commerce service providers.

Keywords: Domestic E-commerce service providers; Cross-border E-commerce service providers; Consumer behavior; E-commerce service providers (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s10660-020-09431-2

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