"Made In'' Versus "Shipped From'': Country-Of-Delivery-Origin Effects And The Role Of Perceived Risk

While Internet retailers strive to post the optimal combination of communicative signals, Internet consumers struggle to attend to and interpret the ever-growing spectrum of cues. Consumers now utilize an additional source of extrinsic information: country of delivery origin (CDO). CDO relates the country from which goods are shipped (i.e., the place a remote trade partner designates or keeps inventory). This study explores the importance of the construct in information processing. An experiment investigates the extent to which CDO affects consumers' perceived risks and product attitudes. Based on the findings, academic and managerial implications are provided along with limitations and future research directions.