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.

Introduction. Until now, the impact of learning variables on consumers' choices concerning Chinese product brands in the international online shopping framework remains unknown. Accordingly, this study aims to examine the effect of those learning variables on global consumers' choices of Chinese product brands. Method. A total of 44,704 transactions related to the buying process have been collected from a programming language and the Octopus Software within a Chinese International Online Shopping platform. Analysis. The 44,704 transactions have been analyzed through a Decision Tree. Results. The study points out that the number of e-retailers' subscribers reinforces the international consumers' trust online. At the same time, the pricing levels and quantity of product availability are used by global online consumers to assess the originality of Chinese product brands. Conclusions. First, this study extends the existing literature on consumer learning by going beyond the learning variables considered. Second, the study boosts consumer learning literature by elucidating the most significant learning variables guiding international online consumers' choices and purchases. The application of the results will enable brands and e-retailers to understand (1) the stages of the international online consumers' choice; (2) the buying strategies of global consumers.