Exploring consumer purchase intention in cross-border e-commerce: evidence from ‘belt and road’ countries

Abstract

PurposeThe purpose of this paper is to explore the determinants of consumer purchase intention (CPI) of cross-border e-commerce (CBEC) in the countries of the Belt and Road Initiative (BRI).Design/methodology/approachThis study proposes a research model of the antecedents of CPI on CBEC in BRI countries. Study participants were consumers with CBEC shopping experience in BRI-associated countries (n = 278). Structural equation modeling was used to test the research model.FindingsTrust has the greatest effect on CPI, while perceived security has the least effect. In addition, in BRI-associated countries, in contrast to the previous study, product presentation was found to have a significant positive influence on CPI in CBEC. Platform simplicity and logistic service have a significant positive influence on CPI. Practical implicationsThese findings offer important implications for CBEC. Consumers' trust in product providers has the greatest impact on CPI. Simplicity, timely shipment tracking and the fast delivery speed of the platform will increase CPI. The results suggest a highly successful tactic for enhancing consumers' perceptions of product authenticity and interest. Finally, this study provides insights into BRI. Originality/valueThis study contributes to the literature on CBEC. It explores the multilevel (i.e. product presentation, platform simplicity, logistic service, perceived security, and trust) determinants of CPI on CBEC. The study provides insights into the determinants of CPI in BRI countries.

Comparison of Cross-Border Reverse Logistics of a Fast Fashion Brand in China

“…Comparatively, based on the data analysis of the returned products, customer behaviour can be examined (Truc Doan et al, 2018). Jian et al (2022) in their study highlighted that customers prefer not to be charged for the costs of returning the products. Customers believe that a favourable return policy means better product quality and a better shopping experience.…”

Consumer behaviour in cross‐border e‐commerce: Systematic literature review and future research agenda

“…Several studies have revealed their research motivations under these supportive policies (e.g., Jian et al, 2022;Mou et al, 2019;. As Giuffrida et al (2017, p. 789) rightly argued, CBEC is enabling China to be not only an important exporting country (as used to be) but also an importing country with growing consumer demand (Figure 4).…”

“…From the perspective of China, the Belt and Road Initiative (B&R), which was adopted by the Chinese government in 2013 to delineate the global infrastructure development strategy, and the ‘Internet Plus’ strategy, which was proposed in 2015 and emphasized the integration and application of information technology, has propelled CBEC research in China. Several studies have revealed their research motivations under these supportive policies (e.g., Jian et al, 2022; Mou et al, 2019; Mou, Cui, & Kurcz, 2020). As Giuffrida et al (2017, p. 789) rightly argued, CBEC is enabling China to be not only an important exporting country (as used to be) but also an importing country with growing consumer demand (Figure 4).…”

“…This study applied the methodological taxonomy of empirical research developed by Alavi and Carlson (1992) and expanded it by adding several innovative techniques (e.g., online text mining). Most of the studies ( n = 37; 92.5%) were quantitative research (Figure 5), among which survey ( n = 22; 59.5%) prevailed through convenience sampling (e.g., Han et al, 2018; Yang et al, 2020), online survey agency–based sampling services (e.g., Chen & Yang, 2021; Han & Kim, 2019), CBEC seller‐based sampling (Jian et al, 2022) and CBEC platform–based sampling (e.g., Koh et al, 2012; Mou, Zhu, & Benyoucef, 2020). Most survey studies adopted a retrospective design by recruiting only experienced customers who had purchased on CBEC platforms or used such platforms to collect information about their past experiences and ensure the participants had an adequate understanding of CBEC.…”

“…Bao et al (2022) Disposition to trust: individuals' propensity to trust other peopleTikhomirova et al (2021) Risk perception Transaction risk: the potential negative outcomes resulted from purchasing activities in CBECMou, Cui, and Kurcz (2020),Yang et al (2020),Sun and Li (2022),Jian et al (2022) …”