The business analysis on the home-bias of E-commerce consumer behavior

This paper discusses consumer behavior in Taiwan to both domestic and cross-border E-commerce service providers based on the literature review and field research, conducting the empirical analysis through the survey. The results are 1. Taiwan consumers have had much of online shopping experience fro...

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Bibliographic Details
Published in:Electronic commerce research 2021-09, Vol.21 (3), p.855-879
Main Authors: Huang, Wei-Lun, Hu, Peng, Tsai, Sophia, Chen, Xi-Ding
Format: Article
Language:English
Subjects:
Bias
Business and Management
Computer Communication Networks
Computer programs
Consumer behavior
Consumers
Customer services
Data Structures and Information Theory
e-Commerce/e-business
Electronic commerce
Empirical analysis
IT in Business
Literature reviews
Marketing
Marketing research
Operations Research/Decision Theory
Service introduction
Websites
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Summary:This paper discusses consumer behavior in Taiwan to both domestic and cross-border E-commerce service providers based on the literature review and field research, conducting the empirical analysis through the survey. The results are 1. Taiwan consumers have had much of online shopping experience from domestic and cross-border E-commerce service providers. 2. The individual variables of customer would affect the buying behavior from domestic and cross-border E-commerce service providers such as the difference of gender, age, daily web browsing time, the stickiness of E-commerce website or applications and the frequency of recurring purchase according to the product category of shopped merchandise. 3. The Home Bias of consumer E-commerce might exist: When domestic and cross-border E-commerce platform provides a similar product, consumers would be more willing to engage in the domestic E-commerce service providers.
ISSN:1389-5753
1572-9362
DOI:10.1007/s10660-020-09431-2