The Effects of Experienced Utility and PEEIM on the Purchase Intention of Cross-Border E-Commerce

Huan-Ming Chuang () and Chen-Chia Chuang
Additional contact information
Huan-Ming Chuang: Department of Information Management, National Yunlin University of Science and Technology, 123, University Rd., Section 3, Douliou 640, Taiwan
Chen-Chia Chuang: Department of Information Management, National Yunlin University of Science and Technology, 123, University Rd., Section 3, Douliou 640, Taiwan

Sustainability, 2023, vol. 15, issue 21, 1-19

Abstract: Due to the rapid development of the internet, cross-border e-commerce (CBEC) is gaining popularity. With CBEC, consumers from different countries can overcome the limits of languages and currencies to buy desired products directly. However, compared to domestic e-commerce, CBEC confronts significant challenges, such as risky distribution channels, dependency on third-party logistics, customs clearance, etc. Therefore, multi-faceted efforts are needed to promote CBEC. Traditional studies probe CBEC through a logistics and operational perspective; this study bridges a research gap by stressing a human–computer interaction perspective. Under the premise that technical infrastructure keeps improving, consumers’ expectations of switching to CBEC has been an essential issue. Specifically, this study develops a theoretical model that emphasizes website cues as experienced utility and the perceived effectiveness of e-commerce institutional mechanisms (PEEIM) as decision utility to investigate their effects on the purchase intention of CBEC. This study applied Smart PLS 3.0 to verify the research model with 300 valid responses from online questionnaires. Research findings confirmed the proposed model. Practical strategies for promoting CEBC were suggested accordingly.

Keywords: cross-border e-commerce; purchase intention; PEEIM; website cues (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/21/15666/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/21/15666/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:21:p:15666-:d:1274988

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().