 The impact of customer experience on consumer purchase intention in cross-border E-commerce——Taking network structural embeddedness as mediator variableNan Chen and Yunpeng Yang Journal of Retailing and Consumer Services, 2021, vol. 59, issue C Abstract: This study investigates the mediator effect of network structural embeddedness between customer experience and consumer purchase intention in the context of cross-border e-commerce. 321 copies of online questionnaires unfold cross-border online shopping experience. The structural equation model is built to analyze the mediator effect of network structural embeddedness. Network density, Network centrality separately plays a mediating role between website ease of use, website relationship service and consumer purchase intention. In contrast, both of them play a mediating role between customer cost and consumer purchase intention. The research suggests developing the relationship between consumers and e-commerce websites for cross-border e-commerce platforms from a network standpoint, but not only marketing. Keywords: Cross-border E-commerce; Network structural embeddedness; Customer experience; Consumer purchase intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920313527 DOI: 10.1016/j.jretconser.2020.102344 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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