Cross-border E-commerce: Spillover Effects of Knowledge Sharing in Virtual Communities

Between 15th December 2018 and 10th January 2019, participants who used the websites Xiaohongshu, Weibo, Zhihu, and Baidu Tieba were asked to complete a survey. There was a random bonus incentive ranging from 5 RMB to 10 RMB given after completing the questionnaire. Background information on the survey was provided and potential respondents were informed that their responses would be used only for research purposes. Respondents were instructed to complete the questionnaire only if they: (a) had prior CBEC purchase experience; and (b) had posted content about their CBEC shopping experiences in virtual communities. There were 521 usable responses, resulting in a 93.5% response rate.