Reviews on third-party website and e-Commerce overseas expansion strategy

E-Commerce is nothing new to our world. Today, progressively more consumers purchase foreign goods through online B2C website. Despite the sharp growth of oversea online shopping, there appears to be a lack of comprehensive research for its mechanism. The purpose of this study is to understand the efficacy of product reviews. We conducted a survey of 292 consumers in China who had at least one overseas online shopping experience. We found that in-depth user generated reviews (UGR) in the third-party website significant influence consumers´ intention on participating oversea online shopping. This research proposed a theoretical model to explain the behavior of oversea online shopping. We then discussed international development strategy by utilizing e-commerce.