Factors Influencing Chinese Consumers’ Continuous Use Intention for Cross-Border E-Commerce

  • I-ching Tung Stamford International University
  • Yue Huang Stamford International University
  • Jia Zhao Kunming University of Science and Technology, China
  • Wari Chokelumlerd Stamford International University
  • Areewan Cheewaprapanan Stamford International University
Keywords: Commitment Trust Theory, Continuous Use Intention, Cross-Border E-Commerce, Psychological Distance Theory, Yunnan


From the perspective of consumers, this study investigated the factors influencing the continuous use intention of mobile terminal buyers to use cross-border e-commerce platforms for purchases. This research used a quantitative design by developing online questionnaires to collect data through the convenience sampling approach from 559 Chinese consumers who had experience in cross-border online shopping in past 6 month from cross-border mobile e-commerce platforms such as AliExpress, Amazon, eBay, Wish etc. in Yunnan province. Based on the theory of Psychological Distance Theory and Commitment Trust Theory, this study proposed a theoretical model of the influencing factors of user's continuous use intention, and through Structural Equation Model (SEM) analysis, we found that psychological distance (spatial distance, temporal distance and social distance), communication quality and customer satisfaction have a significantly positive impact on consumers’ trust towards cross-border e-commerce platform. Meanwhile, opportunistic behavior was negatively related to consumers’ trust. In addition, customer satisfaction, inputs cost and relationship benefits had a positive impact on relationship commitment. Furthermore, both trust and relationship commitment are proved to have a significant effect on continuous use intention. The findings of this research could provide cross-border e-commerce platforms marketers and merchants valuable insights for developing effective marketing strategies and establishing effective trust mechanism between users and platform to improve their platform service and enhance user stickiness.