Research On Influencing Factors And The Mechanism Of Cross-border E-Commerce Continuous Use Intention

Along with the development of global economic integration and internet technology,crossborder e-commerce has become the necessary pathway for e-commerce and traditional foreign trade.China has supported cross-border e-commerce through political ways such as “Internet+”,” the Belt and Road Initiative”,“Made in China 2025”,and so forth.However,in practice,some companies succeed while some fail.The more sellers and buyers are the more successful cross-border e-commerce will be.Thus,to understand the success of crossborder e-commerce platform.Comparing with local e-commerce,cross-border e-commerce has higher uncertainty due to the cultural differences,the legal differences,the customs clearance,the cross-border logistics,and other issues.However,most researches on users' intention to continue using focus on local e-commerce,which ignores the particularity of the cross-border situation and leads to more development challenges for cross-border ecommerce platforms.Focusing on this question,this dissertation surveyed a leading Chinese cross-border e-commerce company and empirically uncovered the factors which could affect the intention to continue using.The dissertation makes up the research gap of cross-border e-commerce continuous use intention,and improves the research theory of cross-border ecommerce user behavior.The details for this dissertation is described below:The first research applying a mixed-method approach,and combining information system success model and valence framework as the theoretical foundation,found that the system quality and the service quality can positively influence the trust of the seller,thus increasing the perceived benefit of the seller,finally sustained the continuous use intention of seller.The second research,the research perspective of individual buyers,combined with the psychological distance theory and commitment-trust theory.This research found the influencing factors and mechanism of the continuous use intention of individual buyers of cross-border e-commerce through empirical methods.This research defined the concept of mobile exclusive distance and found that the mobile exclusive distance,social distance,communication quality,opportunistic behavior,satisfaction,investment size,and relationship benefits of mobile e-commerce affect the intention of continuous use of crossborder e-commerce through individual buyer trust and sense of belonging.The third research from the angle of business buyers,starting from the risk attributes of cross-border e-commerce characteristic,built the perceived risk of five dimensions,namely customs clearance risk,confiscate risk,economic risk,transportation risk,and privacy risk.This research also explained that the alternative platform quality could influence the user's intention to continuous use through the perceived risk and the buyers' trust.The fourth research firstly integrated the research results of three sub-studies and puts forward some suggestions for cross-border e-commerce platform enterprises to improve the willingness of sellers,individual buyers(mobile terminal)and enterprise buyers to continue using.Then,through the interpretation structural model method,the relationship between the influencing factors is sorted out and stratified,and the direct,indirect and deep underlying factors that affect the intention to continue using cross-border e-commerce platforms were found,so as to provide a specific logical sequence of proposed strategies for cross-border e-commerce platforms.This dissertation has the following four major innovations: first,it develops a measurement scale for measuring the seller's system quality,service quality,perceived risk and perceived benefit in the cross-border context;Second,it defines the concept of mobile exclusive distance of e-commerce and develops the item of measuring the concept.Third,perceived risk is defined as a second-order variable and divided into five different dimensions for crossborder situations.Fourth,the research model of the seller,individual buyer and enterprise buyer is constructed,and both user perception factors and platform quality factors are considered.Compared with existing research models,the explanatory power is stronger and the theory is more comprehensive.Its main practical significance is reflected in the following four points: first,the scale of sellers' willingness to continue using is developed,which provides the platform practitioners with specific plans on how to attract high-quality sellers;Second,the research model of individual buyers emphasizes the importance of satisfaction and sense of belonging,and the influencing factors found can help cross-border e-commerce platforms better upgrade services and optimize technologies for individual buyers.Third,the five dimensions of risk perception provide the focus of improving services for how crossborder e-commerce platforms reduce the perceived risk of corporate buyers and thus increase the willingness to continue using;The fourth is to find out the breakthrough of the platform for improving its own quality and enhancing its intention of continuous use by explaining the structure model diagram,and to help platform practitioners to clarify the logical relationship between the mutual influences of factors,and suggest improving the order of the quality of influencing factors.