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Impact of product description and involvement on purchase intention in cross-border e-commerce

Jian Mou (School of Business, Pusan National University, Busan, The Republic of Korea)
Wenlong Zhu (Qingdao University of Technology, Qingdao, China)
Morad Benyoucef (University of Ottawa, Ottawa, Canada)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 15 January 2020

Issue publication date: 22 March 2020

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1741

Abstract

Purpose

The purpose of this paper is to investigate the impact of product description and involvement on purchase intention in a cross-border e-commerce (CBEC) setting from a psychological perspective.

Design/methodology/approach

This study proposes a research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model was tested using the covariance-based structural equation modeling technique. Data were collected from consumers on a popular CBEC platform in China.

Findings

A high-quality product description has no significant positive effect on purchase intention, but it has significant positive effects on product cognitive involvement, product affective involvement, platform enduring involvement and platform situational involvement. In addition, product affective involvement, platform enduring involvement and platform situational involvement all have significant positive effect on purchase intention, but this effect is not significant in the relationship between product cognitive involvement and purchase intention.

Practical implications

This study calls for sellers to optimize product descriptions on CBEC platforms in order to attract more buyers and generate more profits.

Originality/value

This study integrates two theories of involvement into the research model in the CBEC context. Based on this model, the authors analyzed how product description affects purchase intention under the joint influence of two involvement factors.

Keywords

Acknowledgements

This study was partially supported by the Shandong Social Science Planning Program (Grant No. 16DGLJ04), Natural Sciences and Engineering Research Council of Canada (Grant No. 2018-05241) and QUT Undergraduate Teaching Construction and Reform Fund Program (Grant No. F2018-088).

Citation

Mou, J., Zhu, W. and Benyoucef, M. (2020), "Impact of product description and involvement on purchase intention in cross-border e-commerce", Industrial Management & Data Systems, Vol. 120 No. 3, pp. 567-586. https://doi.org/10.1108/IMDS-05-2019-0280

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited