Charting the path between communication strategies and overseas purchasing service performance in the e-commerce context

Abstract

Purpose Despite the growth of the online overseas purchasing industry, there is a lack of studies addressing these companies' communication strategies. Thus, this study aims to examine the impact of customer experiences with communication via overseas purchasing websites. Design/methodology/approach Using data from overseas purchase customers in the United States, this study examines communication as either firm or customer generated and assesses their effects on brand-related outcomes. Findings The results show that both firm- and customer-generated communication influence brand awareness, perceived quality, and loyalty. Also, the impact of brand awareness on perceived quality is supported. Differences in the relationship between communication and behavior across demographic characteristics (i.e. gender, age, income) are identified, and the impact of firm-generated content on customers is found to be greater than that of customer-generated communication. Research limitations/implications Given the limitations of quantitative surveys to examine overseas retailing practices, the results of this study provide a starting point for future researchers to conduct more qualitative studies with customers from various cultures. Originality/value Due to the importance of communication marketing in the retail setting, this study provides useful guidelines for online retail services to enhance customers' interaction and empowerment.