A Study on the Impact of Cross-Border Marketing on Potential Users’ Purchase Intention - Mediating Effect Based on Brand Perception
- DOI
- 10.2991/978-94-6463-142-5_82How to use a DOI?
- Keywords
- Cross-border marketing; online interaction; CAS theory; computational experiments
- Abstract
Cross-border marketing systems are a typical type of complex adaptive system, consisting of corporate subjects and customer subjects involved in cross-border marketing. In order to break out of the market bottleneck, in order to obtain a more sustainable competitive advantage, enterprises from different industries gather with each other and become the main participants of cross-border marketing. The enterprises involved in cross-border marketing use Internet technology to realize online interaction between customers and enterprises, which not only effectively transmits cross-border marketing-related information to customers, but also enables cross-border marketing to be diffused through the word-of-mouth communication mechanism, in the process of which customers will also continue to modify their original attitudes towards the brand, i.e. the enterprise subjects and customer subjects involved in cross-border marketing complete the value co-creation through mutual collaboration. Process. In the end, the cross-border marketing effect is realized. Guided by CAS theory, this chapter explains the characteristics and system components of cross-border marketing systems, and establishes a conceptual model of cross-border marketing systems and company-led customer interactions online.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Yinghui Wei AU - Yu Lu PY - 2023 DA - 2023/05/15 TI - A Study on the Impact of Cross-Border Marketing on Potential Users’ Purchase Intention - Mediating Effect Based on Brand Perception BT - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023) PB - Atlantis Press SP - 730 EP - 735 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-142-5_82 DO - 10.2991/978-94-6463-142-5_82 ID - Wei2023 ER -