New research on the role product country-of-origin (COO) is playing on consumers’ evaluation of Chinese products. The findings highlight the importance of COO cues on foreign consumers’ purchase intention towards Chinese products. The results also enhance our understanding of consumers’ purchase decision in cross-border e-commerce.
Reference:
Bao Y., Cheng X. & Zarifis A. (2022) ‘Exploring the impact of country-of-origin image and purchase intention in cross-border e-commerce’, Journal of Global Information Management, vol.30, iss.2, pp.1-20. Available from (open access): https://doi.org/10.4018/JGIM.20220301.oa7
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