TITLE:
International Online Shopping: Countries Development Level Matter in Marketing Chinese Brands?
AUTHORS:
Karamoko N’da, Jiaoju Ge, Steven Ji-Fan Ren, Jia Wang
KEYWORDS:
International Online Shopping, Countries’ Level of Economic Development, International Online Consumers, Chinese Mobile Brands
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.11 No.10,
October
31,
2023
ABSTRACT: Until now, the literature on Chinese International Online Shopping (CIOS)
(B2C export from China) mainly concentrated on the potential income that it
constitutes for Chinese international trade. However, regarding International
Online Consumers’ (IOCs) purchase behaviors, research does not provide insight
into the impact of Countries’ Level of Economic Development (CLED) on the IOCs’
preferences and choices about Chinese brands. Based on 9971 purchases about
Chinese mobile phone brands, countries’ macroeconomic data, and a multinomial
logistics model (MLM), we examined IOCs’ preferences and choices about Chinese
brands. The result shows that the CLED influences IOCs’ preferences and
choices. Consequently, accounting of CLED in consumers’ preferences and choices
introduces a new dimension in understanding
IOCs’ behaviors and attitudes towards Chinese mobile phone brands. This work contributes to Chinese brands’
globalization research from the perspective
of CLED. Such a model can be used to guide e-retailers and brand
managers.