TITLE:
Could Consumer Economic Environment Impact the Spread of Chinese Smartphone Brands: Evidence from a Hierarchical Regression Analysis
AUTHORS:
Karamoko N’da, Jiaoju Ge, Steven Ji-Fan Ren, Jia Wang
KEYWORDS:
International Online Shopping, Consumer Economic Environment, International Online Consumers, Chinese Smartphone Brands, Choice Preferences
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.11 No.10,
October
31,
2023
ABSTRACT: Despite the impact of buyers’ economic environment on the spread of Chinese product brands worldwide through Chinese’s
International Online Shopping (CIOS), very few researchers are
interested in it. Based on 19,493 purchases of Chinese smartphone brands, transaction variables,
consumer economic environment data, and a hierarchical regression model, we
investigated how consumer economic environment and transactional variables
differentially assess consumers’ preferences for Chinese smartphones. The
result showed that the consumer economic
environment positively influences smartphone choice preferences. Thus, the
study improves practitioners’ understanding on Chinese smartphone
globalization and contributes to a better understanding of the Chinese
international Online shopping Market (CIOSM). Such a model can be used to guide
e-retailers and brand managers.