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EMAC 2019 Annual Conference

What is the Perceived Value of Cross-Border Online Shopping? A Comparison between China and Germany

Published: May 28, 2019


Gerhard Wagner, University of Siegen; Anne Fota, University of Siegen; Hanna Schramm-Klein, University of Siegen; Frank Hälsig, htw saar


International Marketing; Cross-Border E-Commerce; International Online Outshopping


When consumers shop cross-border online they can gain diverse benefits but also have to face additional risks, both determining the perceived value of cross-border online shopping. We therefore analyze which specific benefits and risks affect the perceived value of cross-border online shopping, which – next to further variables – influences foreign online purchase decisions. To answer a set of research questions and to test our hypotheses, we use the data (N=884) of two different country markets with varying cultural background, i.e. China and Germany. Our results show that for German consumers, perceived value, which is moderated by the knowledge of beneficial means-end relationships, is the strongest predictor of the cross-border online purchase intention. Chinese consumers’ purchase decision, however, is more influenced by trust than by value perceptions, but also by the access to beneficial means.