Exploring purchase intention in cross-border E-commerce: A three stage model

With the globalization of the economy, the rapid development of cross-border e-commerce platforms has made the study of consumers' purchase intentions increasingly important. This research aims to explore the main factors influencing consumers' purchase intentions on B2C or B2B cross-border e-commerce platforms, including aspects such as websites, products, payment methods, and logistics. Understanding the impact of these factors on consumers' purchase intentions not only helps e-commerce platforms optimize user experience but also provides a basis for merchants to formulate effective marketing strategies, thereby promoting the sustainable development of cross-border e-commerce. This study employs the Analytic Hierarchy Process (AHP) and uses a questionnaire survey to identify the key factors influencing consumers' purchase intentions and their relative importance, revealing the weight relationships between these factors. The research finds that products and website services are the most important factors influencing consumers' purchase intentions, followed by payment methods and after-sales services. The results indicate that e-commerce platforms should focus on enhancing these various factors to effectively promote consumers' purchase decisions and thereby drive the development of cross-border e-commerce businesses.

A research model is proposed based on the telepresence theory to determine the long-term mechanism for generating consumer purchasing intention and explore potential information haze caused by information overload. A total of 406 usable samples were collected from the consumers of several cross-border e-commerce (CBEC) platforms in China. The results showed that telepresence has a positive effect on benevolence trust, integrity trust, and ability trust. As expected, benevolence trust and ability trust were found to exhibit significant mediation effects, while integrity trust did not have a significant mediation role. The moderated mediation mechanism shows that product information (description, display, and content) restrain mediation paths. The findings provide new perspectives on the information haze caused by information overload. The results suggest that promoting an ability-oriented (ability trust) business philosophy and instilling good corporate character (benevolence trust) are vital in achieving sustainable development in CBEC platforms. Eliminating information haze could also help strengthen the activation effect of telepresence and promote the guiding role of customer trust on purchasing intention. This study's theoretical and management contributions extend our knowledge of optimizing management strategies for CBEC platforms.

Purpose The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC). Design/methodology/approach The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China. Findings Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers. Research limitations/implications The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform. Practical implications Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty. Originality/value Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

In recent years, the rapid development of China's cross-border e-commerce industry has led to the birth of many cross-border e-commerce platforms, while the outbreak of COVID-19 has brought about a strong impact on both daily life and economic development. In this context, this paper mainly uses the case analysis method and takes Koala as an example to analyse its development strategy's internal strengths and weaknesses as well as external opportunities and threats through SWOT analysis. From the conclusions of the study, it is clear that as a cross-border e-commerce platform, Koala has both unique and universal strengths and weaknesses, while facing the same opportunities and threats as other cross-border e-commerce platforms. This paper not only fills the gap of relatively little research on Koala, but also proposes targeted and innovative suggestions, with a view to enhancing the competitiveness of the company and providing a reference for the future development of the cross-border e-commerce industry.

With the rapid advancement of the internet and mobile technology, the global e-commerce industry is experiencing unprecedented growth. As the largest e-commerce market in the world, China has made significant progress in e-commerce infrastructure, payment methods, and logistics systems in recent years. However, international students in China may face challenges and opportunities in the online shopping environment that differ from those in their home countries. As a unique consumer group, the online shopping behavior of international students is influenced not only by personal characteristics, technology acceptance, and other factors but also by their cultural backgrounds. This study aims to explore the behavior patterns of international students in China’s online shopping environment, particularly how online shopping perceptions, cultural differences, and purchase intentions jointly influence their online shopping behavior. Through a questionnaire survey, this research selects foreign students from Chongqing and Chengdu as subjects, establishing an empirical model covering e-commerce perception factors, cross-cultural adaptation characteristics, consumption decision tendencies, and cross-border online shopping behavior. The study systematically analyzes the interactive effects of multiple factors on international students' online consumption behavior. The introduction chapter outlines the research's value and practical significance, clarifies the academic objectives and research approach, and summarizes the innovative dimensions and academic breakthroughs of this study. The theoretical foundation chapter integrates consumer decision-making mechanisms, rational behavior frameworks, technology adoption models, risk perception theories, and cross-cultural adaptation theories, constructing a multi-dimensional academic analysis framework. The model construction chapter clearly defines the observed and latent variables in the empirical study, establishes a quantifiable indicator system, and deduces a series of testable hypotheses based on theoretical reasoning. In the research implementation section, the focus is on data collection standards and quality control processes, detailing the dimensional division and scale selection criteria for the questionnaire design, as well as sampling strategies and the effective response rate of the questionnaires. The data analysis module uses statistical software to systematically process the sample data, conducting internal consistency tests, structural validity verification, multicollinearity diagnostics, and hierarchical regression analysis, ultimately completing the empirical validation of the research hypotheses. The core objective of this study is to explore the consumption characteristics of foreign students on Chinese e-commerce platforms, with a focus on how online consumption perception dimensions (including perceptions of shopping convenience, ease of use, transaction risks, and platform trust) influence actual purchasing behavior through the mediation of purchase intentions. The study also examines the moderating effects of cross-cultural dimensions (involving individual value orientations, class cognition differences, and risk aversion tendencies) in the consumption decision-making chain, providing empirical evidence for optimizing international user service experiences on cross-border e-commerce platforms. Through in-depth data analysis and hypothesis testing, this research aims to provide targeted marketing strategy recommendations for e-commerce platforms, helping them better understand and serve this important international consumer group, thus promoting the development of cross-border e-commerce.

With the development of the Internet economy, cross-border e-commerce platforms, as a new foreign trade mode and economic growth point, have huge market potential by introducing high-quality imported goods to gain the favour of domestic consumers. Taking the Little Red Book as an example, based on the study of the cross-border e-commerce industry environment, this paper explores the business model and competitive strategy of the Little Red Book. Then the current marketing strategy of the Little Red Book as a cross-border e-commerce platform is analyzed in detail. Finally, the article puts forward some rationalized marketing suggestions to sharpen the competitive edge of the platform by combining the developmental characteristics of cross-border e-commerce.

China is currently the world’s largest cross-border e-commerce purchaser and destination country. Therefore, how to promote consumer online shopping is the most important goal for cross-border e-commerce sustainability. Meanwhile, the previous research has not empirically verified the precise effect of online shopping context and perceived value on consumers’ cross-border online purchase intention. To address this gap, this study analyzes the online shopping context that determines consumers’ purchase intention and innovatively identifies four cues that promote this consumption behavior in cross-border e-commerce, such as online promotion cues, content marketing cues, personalized recommendation cues, and social review cues. It proposes a theoretical model based on cue utilization theory and stimulus-organism-response model, which introduces this four cues and brand familiarity in analyzing the effects on consumers’ purchase intention in cross-border online shopping (CBOS). In addition, the paper examines the mediating role of perceived functional value and perceived emotional value. Survey data collected 372 cross-border online consumers from China and the PLS-SEM method was used to empirically test the proposed model. The results show that these four cross-border online shopping context cues have a significantly positive impact on consumers’ purchase intention. Brand familiarity has significantly negative moderating effects between the four cues and the perceived functional value, while brand familiarity also negatively moderates the relationship between online promotion cues, social review cues, and perceived emotional value, respectively.

Africa, as one of the rapidly growing markets, presents a significant opportunity for cross-border e-commerce companies to penetrate their consumer market, which is in dire need of development. This study utilizes the Information System Success model to investigate the impact of cross-border e-commerce platform quality on consumers’ purchase intentions. Additionally, the study identifies the role of perceived value and trust in the purchase process. Moreover, the moderating effect of consumer acculturation on the relationship between cross-border platform quality and perceived value is examined. A total of 446 valid responses were obtained through a questionnaire survey and analyzed using structural equations. The findings reveal that platform information quality, system quality, and service quality significantly enhance consumers’ perceived value, thereby positively influencing their purchase intention. Furthermore, the results highlight the joint effect of perceived value and trust on purchase intention, and trust plays a mediating role in this relationship. The moderating effect of acculturation is also confirmed, indicating that it negatively moderates the impact of system and information quality on perceived value, while positively moderating the impact of service quality on perceived value. These findings complement and extend existing cross-border e-commerce research and provide valuable insights into the buying behavior of African consumers.

Cross-border e-commerce consumption drives growth, with consumer psychology and behavior varying based on culture, environment, and e-commerce platform systems. Malaysia's diverse and multilingual population necessitates a keen understanding of consumer psychology and behavior for merchants aiming to penetrate the market. This paper explores consumer behavior in Malaysia's cross-border e-commerce, analyzing factors such as perceived value, purchase intention, and behavior theories. Consumers' psychological characteristics significantly influence their decision-making behavior when shopping on cross-border e-commerce, influenced by the shopping experience and online shopping issues. The research provides a contribution reference for nations or businesses to develop a cross-border e-commerce strategy. The study investigates Malaysian e-commerce consumers through a questionnaire survey, utilizing a non-probability technique with convenience sampling, resulting in 508 valid responses. The study is based on herd consumption psychology and consists of three dimensions: informational influence, normative influence, and value expression influence. The study found a significant correlation between crowd consumption psychology's informational influence and consumers' perceived usefulness and purchase intention with a p-value of 0.001, 0.000, and 0.125, while normative and value expression influences were insignificant. The study provides empirical and conceptual evidence to support the government's initiative on navigating international regulations in cross-border e-commerce, a complex yet crucial task. Customs administrations must collaborate with all stakeholders to develop a comprehensive approach for managing e-commerce transactions, focusing on trade facilitation and enforcement. It recommends reviewing the accurate measurement of cross-border e-commerce, which is crucial for making informed policy and business decisions.

Cross-border e-commerce consumption drives growth, with consumer psychology and behavior varying based on culture, environment, and e-commerce platform systems. Malaysia's diverse and multilingual population necessitates a keen understanding of consumer psychology and behavior for merchants aiming to penetrate the market. This paper explores consumer behavior in Malaysia's cross-border e-commerce, analyzing factors such as perceived value, purchase intention, and behavior theories. Consumers' psychological characteristics significantly influence their decision-making behavior when shopping on cross-border e-commerce, influenced by the shopping experience and online shopping issues. The research provides a contribution reference for nations or businesses to develop a cross-border e-commerce strategy. The study investigates Malaysian e-commerce consumers through a questionnaire survey, utilizing a non-probability technique with convenience sampling, resulting in 508 valid responses. The study is based on herd consumption psychology and consists of three dimensions: informational influence, normative influence, and value expression influence. The study found a significant correlation between crowd consumption psychology's informational influence and consumers' perceived usefulness and purchase intention with a p-value of 0.001, 0.000, and 0.125, while normative and value expression influences were insignificant. The study provides empirical and conceptual evidence to support the government's initiative on navigating international regulations in cross-border e-commerce, a complex yet crucial task. Customs administrations must collaborate with all stakeholders to develop a comprehensive approach for managing e-commerce transactions, focusing on trade facilitation and enforcement. It recommends reviewing the accurate measurement of cross-border e-commerce, which is crucial for making informed policy and business decisions.

The rapid development of the “Internet+” has ushered in a new era of global digital technology innovation. Concurrent with the deepening trends of economic globalization and integration, international trade is progressively undergoing extensive digitization, with cross-border e-commerce emerging as a significant manifestation of this transformation. Within this landscape, the cross-border e-commerce B2B platform is anticipated to become a pivotal driver for China’s cross-border trade growth, representing a strategic opportunity for trade transformation. This paper provides a comprehensive examination of the concepts, characteristics, and development status of cross-border e-commerce and B2B platforms, considering both global and Chinese perspectives. Focusing on a prominent case study, Alibaba International Station, a B2B cross-border e-commerce platform, the paper delves into its business model and core competencies, offering a thorough analysis of its role in the intricacies of international e-commerce and its contribution to the field. Drawing on insights gained, the paper concludes by presenting targeted recommendations from both the platform and government perspectives. These suggestions are informed by a nuanced understanding of the development opportunities and challenges facing China’s cross-border e-commerce B2B platforms.

This paper first analyzes credit assessment of cross-border E-commerce platform suppliers based on big data from two aspects: credit evaluation index system and credit evaluation model. On this basis, this paper summarizes the recommendations of supplier credit assessment for cross-border E-commerce platform based on big data, in order to provide reference for the work of supplier credit assessment for cross-border E-commerce platform from the perspective of big data, hoping that this study can help promote the cross-border E-commerce platform construction and cross-border E-commerce industry development.

With the accelerated development of global economic integration, the growth of cross-border e-commerce transaction scale, and the support of national policies for cross-border e-commerce, the demand for cross-border e-commerce talents by various cross-border e-commerce enterprises has rapidly increased. Students from various universities have gradually realized that cross-border e-commerce is a good job opportunity. Based on the above reasons, the School of Business at the College of Humanities & Information Changchun University of Technology has timely adjusted its talent training program, carried out integration of industry and education School enterprise cooperation, construction of cross-border e-commerce practice teaching base, establishment of cross-border e-commerce practice teaching platform, active participation in various cross-border e-commerce competitions, two-way cooperation between schools and enterprises, and construction of a practical teaching system that adapts to social development have achieved mutual benefit and win-win situation among schools, enterprises, and students.

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention in international marketing. However, little research has investigated consumer purchase intention toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) retailers in CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are the most influential theories explaining online purchase intention, yet few studies have integrated them. Therefore, the purpose of this study is to integrate the TAM and CTT to shed light on consumer purchase intention toward POI-retailers in CBEC. Based on 364 respondents visiting a real-life POI-retailer’s country-specific website and answering a questionnaire, findings reveal that perceived usefulness, ease of use, and trust do not significantly impact purchase intention. Instead, perceived usefulness and ease of use need to be mediated by both trust and commitment, while trust needs to be mediated by commitment to affect purchase intention. This suggests that the path to consumer purchase intention toward POI-retailers differs from the findings of previous studies based on TAM and CTT.

As the global digitization process accelerates and consumer demand for cross-border goods continues to grow, cross-border e-commerce has become an important growth engine for international trade. However, consumers' willingness to continue using cross-border e-commerce platforms is affected by a variety of factors, including insufficient advertising, uneven product quality, unreasonable interface design, lack of promotional activities, and imperfect cross-border logistics systems. These issues result in low consumer retention, low frequency of use, and low acceptance of the platform. By analyzing the factors that affect the continuous use behavior of consumers, this paper proposes optimization strategies, including precise advertising, improving product reputation and experience, improving logistics supply chain, simplifying operation process and subdividing customer groups. The research results show that by improving these key factors, consumers' perceived usefulness and ease of use can be effectively enhanced, thus enhancing their willingness to continue to use, and providing theoretical support and practical guidance for the sustainable development of cross-border e-commerce platforms.