The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability

Liang Xiao, Feipeng Guo, Fumao Yu and Shengnan Liu
Additional contact information
Liang Xiao: Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018, China
Feipeng Guo: Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018, China
Fumao Yu: Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018, China
Shengnan Liu: Modern Business Research Center, Zhejiang Gongshang University, Hangzhou 310018, China

Sustainability, 2019, vol. 11, issue 10, 1-24

Abstract: China is currently the world’s largest cross-border e-commerce purchaser and destination country. Therefore, how to promote consumer online shopping is the most important goal for cross-border e-commerce sustainability. Meanwhile, the previous research has not empirically verified the precise effect of online shopping context and perceived value on consumers’ cross-border online purchase intention. To address this gap, this study analyzes the online shopping context that determines consumers’ purchase intention and innovatively identifies four cues that promote this consumption behavior in cross-border e-commerce, such as online promotion cues, content marketing cues, personalized recommendation cues, and social review cues. It proposes a theoretical model based on cue utilization theory and stimulus-organism-response model, which introduces this four cues and brand familiarity in analyzing the effects on consumers’ purchase intention in cross-border online shopping (CBOS). In addition, the paper examines the mediating role of perceived functional value and perceived emotional value. Survey data collected 372 cross-border online consumers from China and the PLS-SEM method was used to empirically test the proposed model. The results show that these four cross-border online shopping context cues have a significantly positive impact on consumers’ purchase intention. Brand familiarity has significantly negative moderating effects between the four cues and the perceived functional value, while brand familiarity also negatively moderates the relationship between online promotion cues, social review cues, and perceived emotional value, respectively.

Keywords: cross-border e-commerce; online shopping context cues; purchase intention; perceived functional value; perceived emotional value; S-O-R theory (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (26)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/10/2777/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/10/2777/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:10:p:2777-:d:231317

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().