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

I-ching Tung; Yue Huang; Jia Zhao; Wari Chokelumlerd; Areewan  Cheewaprapanan

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 Province

Abstract

This quantitative study investigates the factors influencing the continuous use intention of mobile terminal buyers to use cross-border e-commerce platforms for purchases. Data was collected during the period December 2020-January 2021 through online questionnaires and convenience sampling. 559 Chinese consumers who have had experience in cross-border online shopping in the past 6 months on cross-border mobile e-commerce platforms such as AliExpress, Amazon, eBay, and Wish in Yunnan province, China, were surveyed. Based on the psychological distance theory and the commitment trust theory, a theoretical model of influencing factors of user’s continuous use intention was developed and a Structural Equation Model (SEM) analysis conducted. The results show that psychological distance (spatial, temporal, and social), communication quality, and customer satisfaction have a significantly positive impact on consumers’ trust towards cross-border e-commerce platform and that opportunistic behavior is negatively related to consumers’ trust. In the meantime, customer satisfaction, inputs cost, and relationship benefits have a positive impact on relationship commitment. In addition, both trust and relationship commitment turn out to have a significant effect on continuous use intention. These findings could provide cross-border e-commerce platforms marketers and merchants with valuable insights for developing effective marketing strategies and trust mechanisms between users and platform to improve platform service and enhance user stickiness.