The effects of external cues on cross-border e-commerce product sales: An application of the elaboration likelihood model.

ABSTRACT: In response to the soaring demand for imported goods among Chinese consumers, this study innovatively investigates the role of external cues on consumer behavior on cross-border e-commerce platforms, utilizing advanced data crawling techniques to extract data from Tmall Global. Guided by the Elaboration Likelihood Model, this research unveils key determinants affecting consumer purchasing decisions, contributing novel insights to e-commerce literature and methodologies. Our analysis discovers that increased picture comments significantly boost sales and that source credibility, product collections, and price discounts also play pivotal roles, especially for experiential products. We further explore a nuanced, inverted U-shaped relationship between product title length and sales, offering a

SUBMITTER: Fang M 

PROVIDER: S-EPMC10635476 | biostudies-literature | 2023

REPOSITORIES: biostudies-literature