Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

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

Version 1 : Received: 5 August 2022 / Approved: 8 August 2022 / Online: 8 August 2022 (10:23:07 CEST)

How to cite: N'da, K.K.; Ge, J.; Fan, R.J.; Wang, J. International Online Shopping: Countries Development Level Matter in Marketing Chinese Brands?. Preprints 2022, 2022080146 (doi: 10.20944/preprints202208.0146.v1). N'da, K.K.; Ge, J.; Fan, R.J.; Wang, J. International Online Shopping: Countries Development Level Matter in Marketing Chinese Brands?. Preprints 2022, 2022080146 (doi: 10.20944/preprints202208.0146.v1).

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.

Keywords

International Online Shopping; Countries' Level of Economic Development; International Online Consumers; Chinese mobile brands

Subject

SOCIAL SCIENCES, Microeconomics and Decision Sciences

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