| Author: | Wong, Fong Ching |
| Title: | The influence of code-switching and code-borrowing strategies on consumers’ purchase intention in shopping apps : a theoretical model and empirical analysis |
| Advisors: | Ngai, Eric (MM) |
| Degree: | D.B.A. |
| Year: | 2024 |
| Subject: | Electronic commerce Code switching (Linguistics) Consumer behavior Mobile commerce Hong Kong Polytechnic University -- Dissertations |
| Department: | Faculty of Business |
| Pages: | xiii, 234 pages : color illustrations |
| Language: | English |
| Abstract: | Code-switching and code-borrowing in e-commerce are the inevitable consequences of multilingualism and globalization in the 20th century. Code-switching refers to the practice of combining wordings from two different languages in conversations – usually including the speaker’s first language (L1) and second language (L2); code-borrowing refers to the practice of adapting the L2 sound and intonation patterns to the speaker’s L1, or transliterating foreign words into the local writing system. Although there is plentiful research investigating about the relationships between code-switching and advertisements (Lin et al., 2016; Noriega & Blair, 2008; Everard et al., 2005; Luna, 2004) and computer-mediated communication (Kuo et al., 2021; Darginavičienė et al., 2020; Caparas & Gustilo, 2017; Halim & Maros, 2014), a general dearth of study on the comparisons of using code-switching and code-borrowing in e-commerce, especially for the compact selling apps installed on people’s cellphones, exists. Furthermore, previous research in e-marketing that looks into the influence from code-switching has almost entirely focused on its advantages, including the marketers’ boosted sales volume, and overlooked the associated disadvantages. Based on both sociolinguistic and marketing frameworks, this paper investigates the effect of code-switching and code-borrowing on consumers’ online purchase intention (OPI) in foreign app stores via the information processing fluency (IPF), linguistic design quality (DQ), trust (T), and brand authenticity (BA). Moreover, the purpose of this research is to examine whether the influence from code-switching and code-borrowing to IPF, DQ, T, and BA persist for high bilingual coding intensity and high app store positioning. Three experiments with 720 subjects in total are conducted, and the results indicate that code-switching but not code-borrowing causes significant positive effects on OPI via DQ, T, and BA. In addition, both code-switching and code-borrowing are found to have a negative effect on IPF. Meanwhile, the moderation analysis points out that code-switching has weaker effects on T and BA for its high intensity, and on DQ, T, and IPF for its appearance in high-positioning app stores. The theoretical and practical implications of our findings are discussed. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 7912.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 8.26 MB | Adobe PDF | View/Open |
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