Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

The Effect of the Number of E-stores Subscribers on Chinese Smartphone Brand Purchases: Evidence From a Machine Learning Model

Version 1 : Received: 5 August 2022 / Approved: 8 August 2022 / Online: 8 August 2022 (10:24:54 CEST)

How to cite: N'da, K.K.; Ge, J.; Fan, R.J.; Xu, X. The Effect of the Number of E-stores Subscribers on Chinese Smartphone Brand Purchases: Evidence From a Machine Learning Model. Preprints 2022, 2022080148 (doi: 10.20944/preprints202208.0148.v1). N'da, K.K.; Ge, J.; Fan, R.J.; Xu, X. The Effect of the Number of E-stores Subscribers on Chinese Smartphone Brand Purchases: Evidence From a Machine Learning Model. Preprints 2022, 2022080148 (doi: 10.20944/preprints202208.0148.v1).

Abstract

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.

Keywords

Chinese smartphone brands; Decision trees; e-stores subscribers; consumer learning

Subject

BEHAVIORAL SCIENCES, Other

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