Product information the more the better? A moderated mediation model to explain consumer purchasing intention in cross-border e-commerce
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 2 May 2023
Issue publication date: 22 November 2023
Abstract
Purpose
The purpose of this paper is to identify the influence of product information on purchase intention and evaluate the moderated mediation effect of return policy leniency in cross-border e-commerce.
Design/methodology/approach
The methodology is to use multiple regression analysis on 406 qualified online survey responses to determine the influence of product description, product display, and product content on consumer purchasing intention through product involvement as well as the moderated mediation effect of return policy leniency.
Findings
The results show that product description and product content were positively associated with product involvement, while product display did not exhibit a significant relationship between it and product involvement. As hypothesized, product involvement mediated the relationship of product description and product content with consumer purchasing intention. The return policy leniency was also found to positively moderate the mediation path of product content on purchasing intention through product involvement.
Originality/value
This study bridges a gap in the literature on the influence of three kinds of product information on purchasing intention through product involvement in a cross-border e-commerce context. Especially the study is one of the first attempts to determine that good return policy do not apply universally due to implied boundary conditions. The results can be used to expand consumption in cross-border e-commerce.
Keywords
Acknowledgements
Funding: This paper is financially supported by the Philosophy and Social Science Major Project of Colleges in Jiangsu Province (Grant No. 2020SJZDA082); Special Fund for Outstanding Talented Teachers (RS20JS01, RS21TY01); Philosophy and Social Sciences Bidding Project of Wuxi (WXSK22-C-23); Soft Science Project of Wuxi Association for Science and Technology (KX-22-C076).
Citation
Yang, X., Ma, Y. and Han, J. (2023), "Product information the more the better? A moderated mediation model to explain consumer purchasing intention in cross-border e-commerce", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 11, pp. 2601-2620. https://doi.org/10.1108/APJML-08-2022-0723
Publisher
:Emerald Publishing Limited
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