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

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  • Meiyu Fang
  • Ziling Deng
  • Junhui Guo

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.

Suggested Citation

  • Meiyu Fang & Ziling Deng & Junhui Guo, 2023. "The effects of external cues on cross-border e-commerce product sales: An application of the elaboration likelihood model," PLOS ONE, Public Library of Science, vol. 18(11), pages 1-27, November.
    • Handle: RePEc:plo:pone00:0293462
    DOI: 10.1371/journal.pone.0293462
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    References listed on IDEAS

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    1. Pappas, Nikolaos, 2016. "Marketing strategies, perceived risks, and consumer trust in online buying behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 92-103.
    2. Liang Xiao & Feipeng Guo & Fumao Yu & Shengnan Liu, 2019. "The Effects of Online Shopping Context Cues on Consumers’ Purchase Intention for Cross-Border E-Commerce Sustainability," Sustainability, MDPI, vol. 11(10), pages 1-24, May.
    3. C. Nadine Wathen & Jacquelyn Burkell, 2002. "Believe it or not: Factors influencing credibility on the Web," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 53(2), pages 134-144.
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