Cross-Border E-Commerce Consumer Behavior

Xiaheng Zhang ()
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Xiaheng Zhang: Northwest University of Political Science and Law

Chapter Chapter 4 in Introduction to Cross-Border E-Commerce Ecosystem, 2025, pp 63-97 from Springer

Abstract: Abstract The definition of consumer behavior has different theoretical bases: “Decision Process Theory” defines consumer behavior as the decision process of consumers buying, consuming, and disposing; “Experience Theory” believes that consumer behavior is the experience process of consumers; “Stimulus–Response Theory” believes that consumer behavior is the consumer's response to consumption; “Balance Coordination Theory” believes that consumer behavior is the exchange interaction behavior between consumers and marketers, and is the result of balance between the two.

Date: 2025
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DOI: 10.1007/978-981-96-1165-2_4

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