Product information the more the better? A moderated mediation model to explain consumer purchasing intention in cross-border e-commerce

Purpose The purpose of this paper is to identify the influence of product information on purchase intention and evaluate the moderated mediation effect of return policy leniency in cross-border e-commerce. Design/methodology/approach The methodology is to use multiple regression analysis on 406 qualified online survey responses to determine the influence of product description, product display, and product content on consumer purchasing intention through product involvement as well as the moderated mediation effect of return policy leniency. Findings The results show that product description and product content were positively associated with product involvement, while product display did not exhibit a significant relationship between it and product involvement. As hypothesized, product involvement mediated the relationship of product description and product content with consumer purchasing intention. The return policy leniency was also found to positively moderate the mediation path of product content on purchasing intention through product involvement. Originality/value This study bridges a gap in the literature on the influence of three kinds of product information on purchasing intention through product involvement in a cross-border e-commerce context. Especially the study is one of the first attempts to determine that good return policy do not apply universally due to implied boundary conditions. The results can be used to expand consumption in cross-border e-commerce.