Purpose

The purpose of this paper is to assess the impact of country-of-origin (COO) cues and pricing perspective based on the third-party seller's name, intermediary, on consumers' purchasing decisions on e-commerce sites. A model was proposed to investigate consumers' perception toward sellers' online reputation, the mediating role of trust between the reputation of third-party sellers and attitude toward e-commerce as an intermediary, and attitude toward third-party sellers. In addition, this study also looks at the pricing threshold of consumers who are willing to buy from a third-party seller that has a negative COO cue, which is an area that has received limited attention in e-commerce studies.

Design/methodology/approach

The paper opted for an experimental study using survey data gathered from general American consumers. Two studies were conducted. One hundred seventy surveys were gathered for study 1, and 171 surveys were gathered for study 2. The two studies had two product snippets which showed an Amazon product page with a list of third-party sellers. For study 2, all variables were kept the same – reviews and ratings for both products and sellers, delivery time, descriptions, e-commerce as an intermediary and brand of a bag – except for the price.

Findings

The findings showed that consumers' perceived reputation of a third-party seller has a positive impact on their attitude toward the seller and toward the e-commerce intermediary. In addition, the role of a positive COO influences attitudes and intentions. However, this influence is moderated by price when price is noticeably higher when compared to an alternative option provided by a seller from a country with a lower COO evaluation. This study suggests that the benefits of a positive COO diminish when a seller with a lower COO evaluation is able to provide a lower price for the product. In study 1, the results show that positive COO trumps negative COO. In study 2, the result shows that consumers lean toward a lower-price product and disregard their evaluation toward the COO. Furthermore, in study 2, results show that in order for the pricing to offset the negative COO attributes of a third-party seller, the price needs to be within 22–30% lower than the American seller's product pricing.

Research limitations/implications

With the chosen research approach, the research results may lack generalizability for the other markets (e.g. Asian consumer market). Therefore, researchers are encouraged to test the proposed propositions further.

Originality/value

This study highlights the implications of COO cues such as sellers' names and how they impact consumers' willingness to purchase a product. The second study investigates consumers' willingness to purchase when the pricing for a product sold by a negative COO seller versus a positive COO seller is different in an e-commerce environment. In addition, the second study determines that the role of trust has more impact on consumers' attitude toward a third-party seller than it has on their attitude toward the e-commerce intermediary.

中文翻译：

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电子商务环境中原产国对消费者定价判断的影响

目的

本文的目的是根据第三方卖方的名称，中介机构，评估起源国（COO）线索和定价观点对消费者在电子商务网站上的购买决策的影响。提出了一个模型来调查消费者对卖方在线声誉的看法，第三方卖方的声誉与对电子商务作为中介的态度之间的信任的中介作用以及对第三方卖方的态度。此外，本研究还研究了愿意从具有负面COO提示的第三方卖家那里购买产品的消费者的价格门槛，在电子商务研究中，该领域受到了有限的关注。

设计/方法/方法

该论文选择了一项使用来自美国普通消费者的调查数据进行的实验研究。进行了两项研究。为研究1收集了170个调查，为研究2收集了171个调查。这两个研究有两个产品摘要，其中显示了带有第三方卖方列表的亚马逊产品页面。对于研究2，所有变量均保持不变-产品和卖方的评论和评级，交货时间，描述，作为中介的电子商务和手袋品牌-价格除外。

发现

调查结果表明，消费者对第三方卖方的声誉的感知对其对卖方和电子商务中介的态度产生积极影响。此外，积极的首席运营官的作用会影响态度和意图。但是，当价格明显高于与COO评估较低的国家/地区的卖方提供的替代选择相比时，价格会降低这种影响。这项研究表明，当COO评估较低的卖家能够为产品提供较低的价格时，积极的COO的好处就会减少。在研究1中，结果表明，积极的首席运营官胜过消极的首席运营官。在研究2中，结果表明，消费者倾向于低价产品，而忽略了他们对COO的评价。此外，在研究2中，

研究局限/意义

使用选择的研究方法，研究结果可能缺乏对其他市场（例如亚洲消费者市场）的概括性。因此，鼓励研究人员进一步检验提出的建议。

创意/价值

这项研究强调了COO提示的含义，例如卖家的名字，以及它们如何影响消费者购买产品的意愿。第二项研究调查了当电子商务环境中负COO卖家与正COO卖家所售产品的价格不同时，消费者的购买意愿。此外，第二项研究确定，信任的作用对消费者对第三方卖方的态度的影响要比对他们对电子商务中介的态度的影响更大。