The Factors Influencing On Chinese Consumers' Online Store Selecting Intention For Purchasing Foreign Brand Products

Nowadays e-commerce has become a powerful driver of all businesses focused on.As China is going to be the next world's leading retail markets with the biggest purchasing power over the world's E-commerce market,many foreign firms thus view China as the market to take part as a business partner.Due to its unique style and platform including online platform of cross border e-commerce in China,doing business with China is a great challenge.Therefore,the study was conducted for gaining better insight into the relationship between cross-border e-commerce store and Chinese consumers.Store image is one of the essential factors for online retail market in terms of management and marketing.To understand the overall customer perceptions regarding online store image that eventually influence customer online store selecting intention towards their preferred online store is necessary.The purpose of this exploratory research was to investigate Chinese consumers' online store selecting intention toward foreign-brand products.This study developed integrated model following the Theory of Planned Behavior,S-O-R Model,and electronic Word of Mouth Theory.This research applied quantitative approach where questionnaire survey was adopted.The study consisted of measurement scales adapted and developed from prior research studies involving online retailing.The sample of this study was Chinese consumers who had experience in online shopping of foreign brands through cross border e-commerce store(a non-random sampling based on the willingness of consumers and the cooperation of Chinese friends and online store)to collect the data.The online questionnaires were distributed and collected from 500 samples.Among them,there are 393 valid samples.This study used SPSS 23.0 software to identify characteristics of the samples by using frequency and percentage in descriptive statistics and employs the method of bootstrap5000 to test moderating effect of online consumer review;AMOS21.0 software to conduct Exploratory Factor Analysis,confirmatory factor analysis,Structural Equations Model(SEM)and regression analysis method to test model and analyze data.The findings indicated that Online store image has a significant positive effect on both online store selecting intention and trust.Trust has a significant positive effect on online store selecting intention.Trust also plays a mediator role between Online store image and online store selecting intention.The moderation effect of Online customer review has significantly moderated the effect of online store image on trust and the effect of trust on online store selecting intention.The study value is to strengthen the significant impact of relationship of 3 variables,online store image,trust,online customer review on online store selecting intention,in Chinese cross border e-commerce business.The results of this research could help foreign company understand China cross-border market and guideline for doing business with Chinese,help marketers to emphasize more on online store image,and improve marketing strategies that fit the need of both foreign partners and Chinese customers.