Factors Influencing Cross-border E-commerce Consumption Behaviour

Purpose – The purpose of this paper is to investigate the factors that can influence cross-border e-commerce(CBEC)purchase intention on China electronic products among international consumers.Design/methodology/approach – This study proposes a research model of purchase intention in CBEC based on the overall perceived value and overall perceived uncertainty.Data were collected via questionnaires regarding a popular CBEC platform in China.Findings – Results explain 39.1 percent of the variance and reveal that monetary savings,product offerings,and convenience of the positive valence exerts the strongest effect on international buyers purchase intention of electronic products on CBEC.In addition,the product description uncertainty is not significant compared to delivery risk of the negative valence in influencing international buyers purchase intention of electronic products on CBEC.Practical implications – This study calls for sellers to improve overall perceived value of consumers on CBEC platforms in order to generate more sales on electronic products.Originality/value – From a theoretical perspective,this study improves CBEC literature where empirical exploration is limited.This paper also examines how positive and negative valences combine to effect purchase intentions.