Evaluating Factors Affecting Purchase Decision In Cross Border B2C E-commerce Platform

With the fast development of e-commerce,specifically cross-border B2 C platforms in the last two years(specially after the pandemic),understanding the factors that influence customer purchasing decision has become a key tool to improve industry sales volume,and a hot topic for researchers.Worldwide cross-border based on business-to-consumer(B2C)transactions produce transactions equal to $ 230 billion on a yearly basis.On the other hand,the achievement of this massive number of online customers mainly depends on understanding factors that influence their purchase decision through a global e-commerce platform.Based on theories from previous studies,different hypotheses are proposed and then,since China and USA hold the highest number of cross-border e-commerce consumers worldwide the author decided to take consumers from USA and China who purchase goods on cross-border platforms as target population(samples)using survey questionnaire as the primary source of data on.Correlation is used to identify the association between the constructs and,finally,regression analysis is performed to analyze the impact of identified factors on the purchase decision finding that: product uniqueness,price competitiveness,perceived value and trust positively influence.Furthermore,perceived value positively mediates the effects of price competitiveness,product uniqueness and trust on purchase decision accordingly.These findings are also in line with the findings of other researchers which signifies that the factors that have determined by this factor as factors of purchase decisions are the primary aspects that cross-border e-commerce platforms must focus on.