Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites

Yin Ma, Athapol Ruangkanjanases and Shih-Chih Chen
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Yin Ma: Research Center for Social and Economic Development Assessment, Lanzhou University, Lanzhou 730000, China
Athapol Ruangkanjanases: Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand
Shih-Chih Chen: Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan

Sustainability, 2019, vol. 11, issue 21, 1-17

Abstract: With the intensification of globalization and the widespread adoption of the internet, cross-border e-commerce has become a popular way of shopping. In order to investigate the sustainable development of the cross-border online purchase intention, we propose the framework that uses electronic word of mouth, perceived value, website design quality, trust, perceived risk and the uncertainty avoidance index as the exogenous variables, which influenced the continuance intention towards cross-border shopping and was mediated by the satisfaction of the customers. The results showed: (1) Among all the suggested independent variables, electronic word of mouth, website design quality, trust and the uncertainty avoidance index significantly predicted the satisfaction of the customers; (2) Customer satisfaction towards the websites significantly predicted the continuance intention of users. A detailed explanation of the results and implications for the theoretical and managerial implications for practitioners and academic researchers in the sustainable promotion and development of e-commerce is discussed.

Keywords: cross-border shopping websites; continuance intention; satisfaction; cultural difference (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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