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EMAC 2023 Regional Conference

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

Published: November 22, 2023


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


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).