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Virtual Anchors in Action: Navigating Regional Consumer Behavioral Responses and Cultural Dynamics in Chinese E-Commerce |
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| รหัสดีโอไอ | |
| Creator | Worawan Ongkrutraksa |
| Title | Virtual Anchors in Action: Navigating Regional Consumer Behavioral Responses and Cultural Dynamics in Chinese E-Commerce |
| Publisher | Faculty of Communication Arts, Chulalongkorn University |
| Publication Year | 2568 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 8 |
| Journal No. | 2 |
| Page no. | 73-86 |
| Keyword | Consumer ethnocentrism, Consumer Cosmopolitanism, Virtual Anchors, Technology acceptance model, China |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP/ |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2630-0621 |
| Abstract | This study explores the interplay between northern and southern regional consumer traits and their behavioral responses to virtual anchors’ product promotions within China’s dynamic e-commerce environment, with particular attention to ethnocentrism and cosmopolitanism. Employing a mixed-method approach, it integrates quantitative data from 202 consumers in northern and southern China with qualitative insights from interviews with seven respondents. Guided by the technology acceptance model (TAM), the research reveals notable differences between northern and southern consumers. Southern consumers consistently reported significantly higher scores in perceived usefulness, perceived ease of use, and perceived enjoyment. Their behavioral responses were also more positive. Interestingly, consumer ethnocentrism and cosmopolitanism did not exhibit significant regional variation. Qualitative findings further indicate that regional trust, cultural contact, and enjoyment derived from virtual anchors influence consumer intentions, with southern consumers showing greater responsiveness to product promotions. These results highlight the complex interaction between technology adoption and cultural dynamics in China’s online commerce industry, offering implications for tailoring virtual anchor strategies to specialized regional niches. |
