An empirical study on factors affecting purchase intention of cross-border e-commerce consumer in post-pandemic era

ABSTRACT

The outbreak of COVID-19 promoted the further development of the Cross-border E-commerce (CBEC) industry worldwide. Due to lockdown and home quarantine policies, many countries across the globe followed the complete closure of shopping malls, transport networks, schools, universities, etc. This study aims to investigate factors that influence purchase intention of consumers in CBEC in post-pandemic era. Stimulus-Organism-Response (SOR) model, along with Howard-Sheth Model of consumer behavior and Technology Acceptance Model (TAM) has been employed to develop a structural model for the research. An empirical study including 322 copies of questionnaire were collected and were analyzed by SPSSAU. It has been found that input stimuli such as significant stimuli, symbol stimuli, social stimuli affect personal perception, while personal perception such as perceived risk, perceived usefulness and perceived ease of use affect purchase intention negatively or positively. Based on the study, suggestions were put forward for CBEC platform for further development. © 2022 International Consortium for Electronic Business. All rights reserved.