Country of origin and online promotion in cross-border e-business: A study of consumer behavior for quality management

摘要

This research analyzes country of origin and online promotional strategy in cross-border e-business of consumer products. This research reveals the network of products involved in online promotions in cross-border e-business markets, based on country of origin, promotional strategies, cultural differences, and product attributes. The relationship between sales performance of online promotions and similarities of products is analyzed based on the Moran and Geary indices. The quality management of cross-border e-business is further studied based on research of consumer behavior. This research offers support to further discussions about quality management based on an analysis of consumer behavior in cross-border e-business markets.