PurposeThis study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to provide a better understanding of the fundamental factors that determine consumer values in CBEC.Design/methodology/approachThe study applies the means-end-chain theory and soft-laddering techniques to interview 60 CBEC consumers to construct an implication matrix and a hierarchical value map (HVM) of the consumer purchasing process, consisting of attribute-consequence-value (A-C-V) paths.FindingsBy analyzing the significant linkages, elements, ladders and chains in the HVM, four dominant A-C-V paths were identified: economic-driven, efficiency-driven, progress-driven and quality-driven paths.Research limitations/implicationsThis study included only Chinese CBEC buyers. This limitation might affect the generalizability of the conclusions as culture, purchase habits and economic development differ between China and other countries.Practical implicationsThe results of this study provide CBEC practitioners an understanding of the consumer purchasing process and how consumer values are associated with platform characteristics. Thus, the results aid practitioners in allocating resources and developing CBEC platforms in an appropriate manner and direction.Originality/valueThis study sheds lights on the emerging phenomenon of CBEC. By applying the means-end-chain approach, the study provides a comprehensive HVM for interpreting the consumer online purchasing process in this novel context. By illustrating the dominant paths, this research provides deeper theoretical insights into the specific focuses of CBEC consumer purchasing.
The online banking service is the key element for the development of e-commerce and e-businesses. It provides users with convenient daily transaction services, such as wire transfer and online payment. Past studies on online banking services mostly focused on their functionality, whereas little pay attention to users’ hedonic feelings or a sense of pleasure. Besides, discussions about post-adoption behavior are also immature. Thus, this study aims to explore the impacts of customers' positive or negative experience of using online banking services on consumers' emotions. Furthermore, a discussion of post-adoption behaviors, including recommendations, complaints, and continuance intention is also provided. The result shows that positive user experience will have a significantly positive impact on the generation of utilitarian emotion. As for the sense of utilitarian emotion, users concern more about whether their goal could be achieved successfully via their operations or not, such as completing wire transfer transactions in the online banking environment.
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