The influence of country of origin image on conative loyalty in cross-border e-commerce
DOI:
https://doi.org/10.5585/remark.v23i2.24811Keywords:
Country of origin; Cross-border; E-commerceAbstract
Objective of the study: The objective of this article was to investigate the influence of country of origin and brand image on trust, satisfaction, and conative loyalty in cross-border e-commerce.
Methodology: As a methodology, an online form was made available for Brazilian consumers of e-commerce in China. With a sample of 388 respondents, data analysis was performed via structural equation modeling using the R software.
Main Results: The main results were that the country of origin, brand image, trust, and satisfaction can influence purchasing behavior. Trust and satisfaction influence conative loyalty. However, conative loyalty, which is the repurchase process, is influenced by trust and satisfaction, which reinforces the need for a good purchasing experience to increase the loyal customer base. Furthermore, the sincerity factor proved quite influential in terms of trust, reinforcing the need for transparency in the brand’s communication with the consumer.
Theoretical/methodological contributions: As a theoretical contribution, this study states that based on the sample studied, the Brazilian consumer who has already made at least one purchase through Chinese e-commerce is not susceptible to the country of origin effect since the image of the country of origin and brands have no influence on each other or on trust, which is less of a barrier to trust.
Downloads
References
Aaker, D. Managing brand equity. Nova Yorque, NY: The Free Press, 1991. https://www.inovaconsulting.com.br/wp-content/uploads/2016/09/managing-brand-equity-by-david-aaker.pdf
Adina, C., Gabriela, C., & Roxana-Denisa, S. (2015). Country of origin effects on perceived brand positioning. Procedia economics and finance, 23, 422-427. https://doi: 10.1016/S2212-5671(15)00383-4
Ahuja, V., & Khazanchi, D. (2016). Creation of a conceptual model for adoption of mobile apps for shopping from e-commerce sites–An Indian context. Procedia Computer Science, 91, 609-616. https://doi: 10.1016/j.procs.2016.07.152
Al‐Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16(3), 150-199. https://doi.org/10.1108/02634509810217309
Bannister, J. P., & Saunders, J. A. (1978). UK consumers’ attitudes towards imports: the measurement of national stereotype image. European Journal of marketing, 12(8), 562-570. https://doi.org/10.1108/EUM0000000004982
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 15(5), 213-217. https://doi.org/10.1108/09596110110395893
Brijs, K., Bloemer, J., & Kasper, H. (2011). Country-image discourse model: Unraveling meaning, structure, and function of country images. Journal of Business Research, 64(12), 1259-1269. https://doi.org/10.1016/j.jbusres.2011.01.017
Bloemer, J., Brijs, K., & Kasper, H. (2009). The CoO‐ELM model: A theoretical framework for the cognitive processes underlying country of origin‐effects. European Journal of Marketing, 43(1/2), 62-89. https://doi.org/10.1108/03090560910923247
Cambridge Dictionary. Cross-border. CambridgeWords. Disponível em: https://dictionary.cambridge.org/dictionary/english/cross-border. Acesso em: 3 dez. 2022.
Cid, L., Leitão, J., & Alves, J. (2012). Tradução e validação da versão portuguesa da Goal
Orientation in Exercise Scale (GOESp). Psicologia: Reflexão e Crítica, 25, 532-541. https://doi.org/10.1590/S0102-79722012000300013
De Chernatony, L., & Dall’Olmo Riley, F. (1998). Defining a” brand”: Beyond the literature
with experts’ interpretations. Journal of Marketing management, 14(5), 417-443. https://doi.org/10.1362/026725798784867798
Dai, H., Xiao, Q., Yan, N., Xu, X., & Tong, T. (2022). What influences online sales across different types of e-commerce platforms. International Journal of Electronic Commerce, 26(3), 311-330.https://doi.org/10.1080/10864415.2022.2076196
Diamantopoulos, A., Schlegelmilch, B., & Palihawadana, D. (2011). The relationship between country‐of‐origin image and brand image as drivers of purchase intentions: A test of alternative perspectives. International Marketing Review, 28(5), 508-524. https://doi.org/10.1108/02651331111167624
Dichter, E. (1985). What’s in an image. Journal of consumer marketing, 2(1), 75-81. https://doi.org/10.1108/eb038824
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51. https://doi.org/10.1177/002224299706100203
Fan, Z., Wang, Y., & Ying, Z. (2023). Empowerment of Cross-Border E-Commerce Platforms for Small and Medium-Sized Enterprises: Evidence from China. Journal of Business-to-Business Marketing, 30(1), 33-44 https://doi.org/10.1080/1051712X.2023.2175633
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention. Mis Quarterly, 38(2), 407-A9. https://doi.org/10.25300/MISQ/2014/38.2.04
Gioia, D. A., Schultz, M., & Corley, K. G. (2000). Organizational identity, image, and adaptive instability. Academy of management Review, 25(1), 63-81. https://doi.org/10.5465/amr.2000.2791603
Gorodnichenko, Y., Svejnar, J., & Terrell, K. (2010). Globalization and innovation in emerging markets. American Economic Journal: Macroeconomics, 2(2), 194-226. https://DOI: 10.1257/mac.2.2.194
Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158. https://doi.org/10.1016/j.jretai.2004.04.002
Heene, M., Hilbert, S., Draxler, C., Ziegler, M., & Bühner, M. (2011). Masking misfit in confirmatory factor analysis by increasing unique variances: a cautionary note on the usefulness of cutoff values of fit indices. Psychological methods, 16(3), 319. https://doi.org/10.1037/a0024917
Larzelere, R. E., & Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family, 595-604.https://doi.org/10.2307/351903
Johansson, J. K., Douglas, S. P., & Nonaka, I. (1985). Assessing the impact of country of origin on product evaluations: a new methodological perspective. Journal of Marketing Research, 22(4), 388-396. https://doi.org/10.1177/002224378502200404
Kabango, M. C., & Asa, R. A. (2015). Factors influencing e-commerce development: Implications for the developing countries. International Journal of Innovation and Economic Development, 1(1), 64-72. https://doi.org/10.18775/ijied.1849-7551-7020.2015.11.2006
Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e‐commerce settings: A cross cultural analysis. Asia pacific journal of marketing and logistics, 22(3), 351-371. https://doi.org/10.1108/13555851011062269
Kim, N., Chun, E., & Ko, E. (2017). Country of origin effects on brand image, brand evaluation, and purchase intention: A closer look at Seoul, New York, and Paris fashion collection. International Marketing Review, 34(2), 254-271. https://doi.org/10.1108/IMR-03-2015-0071
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information systems research, 20(2), 237-257. https://doi.org/10.1287/isre.1080.0188
Kim, Y., & Peterson, R. A. (2017). A Meta-analysis of Online Trust Relationships in E- commerce. Journal of interactive marketing, 38(1), 44-54. https://doi.org/10.1016/j.intmar.2017.01.001
Kotler, P.; Keller, K. L. (2013). Administração de Marketing. 14. ed. São Paulo: Editora Pearson Education do Brasil. https://www.doraci.com.br/files/kotler_ed14.pdf
Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia pacific journal of marketing and logistics, 20(2), 139-155.https://doi.org/10.1108/13555850810864524
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value- added services. Computers in human behavior, 25(4), 887-896. https://doi.org/10.1016/j.chb.2009.03.003
Lee, D., & Schaninger, C. (1996). Country of production/assembly as a new country image construct: a conceptual application to global transplant decision. Advances in International Marketing, 7, 233-254. https://rune.une.edu.au/web/bitstream/1959.11/15183/3/open/SOURCE06.pdf
Liang, L. J., Choi, H. C., & Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48. https://doi.org/10.1016/j.ijhm.2017.10.015
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005
Loureiro, S. M. C., & González, F. J. M. (2008). The importance of quality, satisfaction, trust, and image in relation to rural tourist loyalty. Journal of Travel & Tourism Marketing, 25(2), 117-136. https://doi.org/10.1080/10548400802402321
Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133.https://core.ac.uk/download/pdf/234624169.pdf
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359. https://doi.org/10.1287/isre.13.3.334.81
Miller, C., Reardon, J., & Vianelli, D. (2017). The effect of COO on retail buyers’ propensity to trial new products. International Marketing Review. 34(2), 311-329. https://doi.org/10.1108/IMR-03-2015-0080
Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142. https://doi.org/10.1509/jmkr.38.1.131.18832
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 17(4), 460-469.https://doi.org/10.1177/002224378001700405
Papadopoulos, N. (1993). What product and country images are and are not. Product-country images: Impact and Role in International Marketing. New York: Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315863931-2/product-country-images-nicolas-papadopoulos
Paswan, A. K., & Sharma, D. (2004). Brand‐country of origin (COO) knowledge and COO image: investigation in an emerging franchise market. Journal of Product & Brand Management, 13(3), 144-155. https://doi.org/10.1108/10610420410538041
Ratchford, B. T. (2001). The economics of consumer knowledge. Journal of Consumer Research, 27(4), 397-411.https://doi.org/10.1086/319617
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.https://www.stats.ox.ac.uk/~snijders/mpr_Schermelleh.pdf
Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A reexamination of the determinants of consumer satisfaction. Journal of marketing, 60(3), 15-32.https://doi.org/10.1177/002224299606000302
Thakor, M. V. (1996). Brand origin: conceptualization and review. Journal of consumer marketing, 13(3), 27-42.https://doi.org/10.1108/07363769610147929
Yuksel, A., Yuksel, F., & Bilim, Y. (2010). Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty. Tourism management, 31(2), 274-284.https://doi.org/10.1016/j.tourman.2009.03.007
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 ReMark - Revista Brasileira de Marketing
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
