Research on the Willingness of Overseas Consumers to Purchase Chinese E-Commerce Products Based on Consumer Ethnocentrism, Product Quality Perception and Consumer Animosity

In recent years, a large number of global cross-border e-commerce shopping platforms have emerged, which has become an important consumption channel for residents. Compared with domestic consumers, overseas consumers are more likely to be affected by various factors when purchasing cross-border e-commerce products. This paper selects three influencing factors: consumer ethnocentrism, consumer animosity and perceptual quality, constructs a structural equation model, and explores the purchase intention of overseas consumers for Chinese cross-border e-commerce products. The research finds that: 1) Consumer animosity has a significant negative impact on the willingness of overseas consumers to purchase Chinese e-commerce products; 2) Product quality perception has a significant positive impact on the willingness of overseas consumers to purchase Chinese e-commerce products; 3) Consumer ethnocentrism has a significant negative impact on the willingness of overseas consumers to purchase Chinese e-commerce products. Based on the research results, this paper further proposes countermeasures and suggestions for the development of Chinese cross-border e-commerce, providing useful advice for enterprises to expand overseas e-commerce market on the demand side.