Wang Chen, Zhou Xiaolong, Zhang Ran, Liu Yexin
School of Economics and Management, Harbin Institute of Technology (Weihai), Weihai, China.
International Education School, Shandong Polytechnic College, Jining, China.
Front Psychol. 2023 Dec 22;14:1287235. doi: 10.3389/fpsyg.2023.1287235. eCollection 2023.
The purpose of this study was to examine the effects of online shopping context cues (price discount, carbon label, and social commentary) on college students' trust/perceived risk and cross-border purchase intention (CBPI) for low-carbon products and compare the study between South Korean and Chinese college students. The theoretical framework is established by integrating the S-O-R model and valence framework. The variable of stimuli (S) is the driving force in the purchase behavior that influences the individual organism (O) and its subsequent response (R). Based on this logic, this study draws on the valence framework to hypothesize the effects of online shopping context cues (price discount, carbon label, and social commentary) on college students' trust/perceived risk and cross-border purchase intention (CBPI) for low-carbon products.
This study conducted two online experiment-questionnaire studies and one between-subject lab experiment to test the hypotheses.
We found that all three context cues have significant positive effects on trust and negative effects on perceived risk. College students' trust positively and perceived risk negatively impact college students' CBPI for low-carbon products. In addition, based on different cultures, languages, and education, this study investigates the moderating effect of college students' nationality on their significantly different cue processing modes for low-carbon products.
The findings provide new insights into better understanding the factors affecting college students' low-carbon consumption behavior in a CBEC setting and have some practical implications.
本研究旨在考察网络购物情境线索（价格折扣、碳标签和社会评论）对大学生对低碳产品的信任/感知风险及跨境购买意愿（CBPI）的影响，并比较韩国和中国大学生之间的差异。通过整合S-O-R模型和效价框架建立了理论框架。刺激变量（S）是购买行为中的驱动力，影响个体有机体（O）及其后续反应（R）。基于这一逻辑，本研究借鉴效价框架，假设网络购物情境线索（价格折扣、碳标签和社会评论）对大学生对低碳产品的信任/感知风险及跨境购买意愿（CBPI）的影响。
本研究进行了两项在线实验-问卷调查研究和一项被试间实验室实验来检验假设。
我们发现，所有这三种情境线索对信任均有显著的正向影响，对感知风险有负向影响。大学生的信任对其低碳产品的跨境购买意愿有正向影响，感知风险则有负向影响。此外，基于不同的文化、语言和教育背景，本研究考察了大学生国籍对其对低碳产品显著不同的线索处理模式的调节作用。
研究结果为更好地理解在跨境电子商务环境中影响大学生低碳消费行为的因素提供了新见解，并具有一定的实际意义。
