Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce

Product country-of-origin (COO) is now playing a central role in consumers’ purchase behavior. Previous studies have investigated several factors that impact COO. However, little attention has been paid to the impact of COO on consumers’ product evaluation on Chinese products, especially in the cross-border e-commerce context. Using a multi-methods design, this study first unearthed the antecedents of COO image towards Chinese products from the qualitative data in Study 1 by drawing on the legitimacy theory and then develops a contextual model of consumers’ product evaluation and purchase intention, integrating the role of a product with a different level of involvement. Using quantitative survey data from 252 foreign consumers, the study tests the research model in Study 2. The findings provide empirical evidence to support the model and highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.

The Influences of Live Streaming Affordance in Cross-Border E-Commerce Platforms

Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.

COVID-19 impact on Facebook-based social commerce in Bangladesh

Popular social media Facebook-oriented social commerce (S-commerce), commonly known as Facebook commerce (F-commerce) has progressed towards a bevy business in Bangladesh. Many young people, especially at the age of 20-28, are now in this industry. The pandemic situation due to coronavirus disease 2019 (COVID-19) forces people to buy more from the online market because of the safety issue. People are getting more interested in the new trend of buying from an online store. The current study aims to explore the impact of COVID-19 on F-commerce, particularly in Bangladesh. It uses the non-probability purposive sampling method and collects 181 usable responses through an online questionnaire. A research model is developed following the social commerce acceptance model (SCAM), and structural equation model partial least square (SEM-PLS) using SmartPLS 3.0 is applied to find out and justify the result. Likert five-point scale for determining the independent variables, including COVID-19 awareness (CA), consumer behavior (CB), and purchase intention (PI), is used. The study result confirms that these three variables have a positive impact on F-commerce. The survey covers other measurable items that indicate some assumptions, which reflect F-commerce consumers’ behavior. The researchers recommend that F-commerce businesspeople must emphasize on mitigating trust issues and provide enhanced home delivery service.

A review of AI (Artificial Intelligence) tools and Customer Experience in online fashion retail

Artificial Intelligence tools and processes have hugely impacted the ecommerce industry and the satisfaction of online customers. With technology largely pervading all facets of our lives, people want meaningful experiences. Artificial intelligence has the ability to deliver positive experiences for customers that helps build brand trust and customer satisfaction. Whether you are using your smartphone, laptop or voice assistants such as Alexa or Siri, service on the internet is gaining new ground. This paper does a literature review of the various technological advances that optimize the customer experience to evoke e-satisfaction, i.e. satisfaction while shopping online. E-satisfaction as a construct will be reviewed and its impact on customer purchase intention. This review will provide businesses and other researchers a frame of reference to conduct empirical studies in the area of AI and technology enabled retail.

The Influences of Live Streaming Affordance in Cross-border E-commerce Platform

Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.

Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.