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The business analysis on the home-bias of E-commerce consumer behavior

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Abstract

This paper discusses consumer behavior in Taiwan to both domestic and cross-border E-commerce service providers based on the literature review and field research, conducting the empirical analysis through the survey. The results are 1. Taiwan consumers have had much of online shopping experience from domestic and cross-border E-commerce service providers. 2. The individual variables of customer would affect the buying behavior from domestic and cross-border E-commerce service providers such as the difference of gender, age, daily web browsing time, the stickiness of E-commerce website or applications and the frequency of recurring purchase according to the product category of shopped merchandise. 3. The Home Bias of consumer E-commerce might exist: When domestic and cross-border E-commerce platform provides a similar product, consumers would be more willing to engage in the domestic E-commerce service providers.

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This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.

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Authors and Affiliations

  1. Department of Finance, Wenzhou Business College, Wenzhou, China

    Wei-Lun Huang & Xi-Ding Chen

  2. School of Management, Zhejiang Dongfang Polytechnic, Zhejiang, China

    Peng Hu

  3. Alliance Manchester Business School, The University of Manchester, Manchester, UK

    Sophia Tsai

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  1. Wei-Lun Huang
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Huang, WL., Hu, P., Tsai, S. et al. The business analysis on the home-bias of E-commerce consumer behavior. Electron Commer Res 21, 855–879 (2021). https://doi.org/10.1007/s10660-020-09431-2

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