International Online Shopping: Countries Development Level Matter in Marketing Chinese Brands?

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.

The Role of the United States in the Relation between Iran and China as Two Key Members of the Asian Global Supply Chain

“…Since becoming a rising superpower and a trading partner without alternatives, trade relations between China and other states in the international marketplace have become a hot topic of study in diferent disciplines such as marketing [1][2][3][4], economics [5][6][7][8], international relations [9][10][11][12], and even sociology and anthropology [13][14][15].…”