How do Certification Label and Website Language Affect on Purchase Intention? A Cross-culture Comparison

Abstract

Due to the rapid development of the Internet worldwide, the convenience of e-commerce brings many benefits to life. This research empirically analyzes the effects of certification label and language choice of webpage for imported product on customer purchase intention when they are shopping online in Taiwan, Indonesia and Vietnam. Two attributes comprising two and three respective levels were chosen in doing the experimental design on imported textile product webpage. Analysis of this study was done by using data from survey questionnaires of 796 observations in three countries. The results show that (1) Purchase intention is likely to be influenced by culture differences. Specifically, Indonesia young customers' purchase intention is higher than Taiwan but purchase intention is getting better in Vietnam. (2) The effect of certification label is more effective to purchase intention in three countries, but only Taiwan customers prefer mixed-language. (3) The interaction effect of certification label and language is not significant; advertisement for imported products in English with certification label is the best strategy. These findings have more important implications for suppliers to do business concerning certification label and language effect on e-commerce.