The Effect Of Trust From Consumers In Cross-Border E-Business Platform On Risk-Perception-Based Purchase Intension

The cross-border e-commerce, especially import e-commerce, is in rapid development, which flourish due to improved policy support, logistics costs, service, clearance process and procurement chain."Consumer trust in cross-border e-commerce platform" is defined as: consumers are willing to trust e-commerce platform and to take the risk of the platform brings. Combined with scholars’ theoretical models, the author refined the trust factor before empirical research, and then proposed hypotheses among consumers trust(and factors), perceived risk and purchase intention. A total of 268 respondents filled in questionnaires to study the relationship between trust and purchase intention, and perceived risk’s role of intermediary between the two. Besides, some samples were grouped for comparative study between the most trusted website and distrust one.It was found that the users of cross-border e-business platform were characterized as high income and education, young generation, female-dominated and high per customer transaction cost. 52.99% of the respondents have used Tmall.HK, followed by Global Jingdong(46.27%), G.Taobao.com(45.52%). 47.27% of consumers mostly trusted Amazon US, Tmall.HK(42.96%) and Global Jingdong(41.13%) followed. 61.54% of consumers least trusted JUMEICOM overseas, followed by G.Taobao.com(31.15%),VIP.COM overseas(22.86%), Little Red Book(22.06%). Trust has a negative effect influence on perceived risk, and has a positive influence on purchase intention. Perceived risk played a partial mediating role between trust and purchase intention. Website reputation, perceived security protection, perceived privacy protection, information quality have a positive influence on purchase intention. Website reputation, perceived security protection, perceived privacy protection, information quality and third-party certification have a negative effect influence on perceived risk.One part of sample was divided to two groups, trusted group and distrusted group. With the comparison of two groups, trust and perceived risk have a positive influence on purchase intention in distrusted group, in which trust has nothing to do with the perceived risk. Purchase intention reduced due to low levels of website reputation, perceived security protection and information quality. Perceived risk rose for low level of perceived privacy protection. The result of trusted group is the same as one of the whole samples before.Based on the conclusions, the following recommendations are proposed:(1)Government should guide development of cross-border e-commerce through policies;(2)Cities should play an advantage of urban locations and joint enterprises to grow up together;(3)Implementation of privacy protection and security measures;(4)To optimize the information quality of sites;(5)To enhance the reputation of the site;(6)to introduce third-party certification carefully.