The Country of Shipping Origin (COS) Effect in Cross-border E-commerce
(R2023-117185)

AUTHORS

SHUBIN YU, BI Norwegian Business School; Huaming Liu, University of Granada

ABSTRACT

This study advances the Country of Origin (COO) theory by exploring the impact of Country of Shipping Origin (COS) on product evaluation. Results showed that inconsistency between COS and COO significantly reduced product evaluations. The study also explored mediating (trust) and moderating mechanisms (risk aversion and perceived brand globalness).