Beyond Transaction Costs and Country-of-Origin: Taiwanese Consumers’ Shopping Behavior of Online-Stores from China
Date Issued
2012
Date
2012
Author(s)
Cheng, Yi-Hsuan
Abstract
Due to the development of internet, technologies and e-commerce, the costs of international business has dropped dramatically and the communication has become more convenient, both result in the increase of international buying behavior of indi-vidual consumers. Many Taiwanese consumers purchase products from Taobao.com, why didn’t they shrink when facing the transaction costs and the negative coun-try-of-origin effect?
We differentiate the four channels: Taobao.com, buy-together and help-buy, Yahoo!Kimo Auction, and Carrefour by the level of them presenting Chinese products. We measured how this four channel types affect their consumers’ attitude toward country-of-origin images, product evaluation, and willingness-to-pay of products from Taiwan and China. Then we examine what the influences of channel types, coun-try-of-origin images, and product evaluation on the premium that consumers’ will pay to Taiwanese products than Chinese products. This research was conducted by survey and experimental design, to determine the above-mentioned effects.
The result show that channel types will significantly affect country-of-origin images and product evaluation, but not consumers’ willingness-to-pay. The outcomes that how channel types affect the premium that consumers’ will pay to Taiwanese products than Chinese products will greatly affected by product types which have been analyzed. In the case of apparel, channel types can directly and indirectly affect the premium; but in the tablet PC case, channel types can only affect the premium through country-of-origin images indirectly.
Subjects
Taobao.com
Country-of-origin
Channel types
Channel preference
Product evaluation
Willingness-to-pay
Type
thesis
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