To read this content please select one of the options below:

The construction of consumer dynamic trust in cross-border online shopping – qualitative research based on Tmall Global, JD Worldwide and NetEase Koala

Xuhui Wang (School of Business Administration, Dongbei University of Finance and Economics, Dalian, China)
Bo Zhao (School of Business Administration, Dongbei University of Finance and Economics, Dalian, China)
Jiaqi Chen (School of Business Administration, Dongbei University of Finance and Economics, Dalian, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 24 February 2022

Issue publication date: 24 June 2022

683

Abstract

Purpose

As Chinese imported cross-border e-commerce has entered a stage of rapid development, the problem of consumer shopping risk is increasingly prominent and the crisis of consumer trust is intensified. The theory of establishing consumer trust in traditional online shopping can no longer meet the need of cross-border context.

Design/methodology/approach

The researchers used the methods of network logs and grounded theory. The data collection and analysis are conducted on consumer comments from Tmall Global, NetEase Koala and JD Worldwide in the product comment area. This article explored and extracted the moderating variables of consumer perceived risk and cross-border characteristics in cross-border e-commerce. Based on the theory of “perceived risk – consumer trust – consumer purchase decision – making,” this article deduced mechanism of consumer dynamic trust based on the whole process of cross-border e-commerce transaction.

Findings

In the prepurchase, purchase and postpurchase stages of cross-border e-commerce transactions, consumers' perceived cognitive risk, transaction risk and utility risk are moderated by the cultural distance, geographical distance and institutional distance caused by the cross-border transaction subjects. On this basis, the preinfluence factors of trust in each transaction stage are synthesized to respectively influence the establishment of cognitive trust, emotional trust and behavioral trust, so as to affect consumers to make the order payment, confirm receipt and praise repurchase decisions. At the same time, with the advance of prepurchase, purchase and postpurchase transactions in cross-border online shopping, consumer trust presents a dynamic evolutionary path of “cognitive trust – emotional trust – behavioral trust.”

Originality/value

This article expands the application context of the theory of consumer rational behavior from traditional online shopping to the context of cross-border online shopping and expands the scope of interpretation of the theory of consumer rational behavior. This article also supplements the theoretical gaps in the dynamic evolution of consumer trust in cross-border online shopping, enriches the decision-making process model of consumers in the context of cross-border online shopping and provides new ideas for follow-up research.

Keywords

Acknowledgements

This article was previously published in Mandarin as [ 汪旭晖, 赵博. 跨境网购中消费者动态信任的构建 – 基于天猫国际、京东全球购和网易考拉的质性研究 [J]. 营销科学学报, 2019, 15 (1): 87–105]. This translation appears here with the permission of the Chinese Marketing Association of Universities.

Funding: This research is supported by the grants of National Natural Science Foundation of China (No. 71972030; 71672026).

Fund projects: National Natural Science Foundation Project “Reputation Sharing Mechanism and Responsibility Recovery Strategy of Platform E-commerce: Based on the Perspective of Interaction between Platform Enterprises and Platform Sellers” (71672026); National Natural Science Foundation Project “How do consumers deal with complex information? The influence of signal overload, conflict and noise on buyer's decision-making in platform-based e-commerce situation” (71972030).

Citation

Wang, X., Zhao, B. and Chen, J. (2022), "The construction of consumer dynamic trust in cross-border online shopping – qualitative research based on Tmall Global, JD Worldwide and NetEase Koala", Journal of Contemporary Marketing Science, Vol. 5 No. 1, pp. 1-28. https://doi.org/10.1108/JCMARS-08-2021-0031

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles