The Impact of Country-of-Origin Images on Online Customer Reviews: A Case Study of a Cross-Border E-Commerce Platform

In response to the global trend and the development of internet technology, many companies have entered the field of cross-border e-commerce in recent years. However, in the process of developing cross-border e-commerce, the products sold by the companies will be influenced by the country-of-origin effect and online customer reviews. And previous research literature has seldom combined the country-of-origin effect and online customer reviews for exploration, so this study quotes the world's largest cross-border e-commerce platform, Amazon, as the example, to analyze the impact of the country-of-origin effect on online customer reviews in the cross-border e-commerce environment. The study uses secondary data for analysis, and the results show that the country-of-origin effect and customer rating have a significant impact on the popularity of products (number of reviews), while the country-of-origin effect has no significant impact on customer rating. The results of this study can provide reference for cross-border e-commerce administrators in managing cross-border platforms.