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

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  • Author(s): Fang M;Fang M; Deng Z; Deng Z; Guo J; Guo J
  • Source:
    PloS one [PLoS One] 2023 Nov 09; Vol. 18 (11), pp. e0293462. Date of Electronic Publication: 2023 Nov 09 (Print Publication: 2023).
  • Publication Type:
    Journal Article; Research Support, Non-U.S. Gov't
  • Language:
    English
  • Additional Information
    • Source:
      Publisher: Public Library of Science Country of Publication: United States NLM ID: 101285081 Publication Model: eCollection Cited Medium: Internet ISSN: 1932-6203 (Electronic) Linking ISSN: 19326203 NLM ISO Abbreviation: PLoS One Subsets: MEDLINE
    • Publication Information:
      Original Publication: San Francisco, CA : Public Library of Science
    • Subject Terms:
      Cues* ; Commerce*; Likelihood Functions ; Consumer Behavior
    • 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 foundational understanding of non-linear relationships in consumer behavior and presenting practical implications for enhancing marketing strategies. This study, while acknowledging limitations like data access constraints, provides strategic insights into optimizing product information presentation and broadens understanding of consumer decision-making processes, thus adding substantial value to ongoing e-commerce discourse.
      Competing Interests: The authors have declared that no competing interests exist.
      (Copyright: © 2023 Fang et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.)
    • Publication Date:
      Date Created: 20231109 Date Completed: 20231113 Latest Revision: 20231114
    • Publication Date:
      20231215
    • Accession Number:
      PMC10635476
    • Accession Number:
      10.1371/journal.pone.0293462
    • Accession Number:
      37943751