The Influencing Factors on Consumers’ Purchase Intention under the Cross-border E-commerce Platforms

The purpose of this paper is to explore the influencing factors of consumers\u27 willingness to purchase in the cross-border e-commerce websites and apps. We believe that the most significant factor affecting consumers’ cross-border online shopping is online trust. Therefore, this study divided online trust of cross-border e-commerce platforms into four dimensions, and extracted four independent variables which are perceived usefulness, perceived easy to use, perceived security and consumers’ trust propensity according to the TAM theory. Moreover, we used consumers’ online trust as a mediator variable, constructed a expanded TAM research model to explore the mechanism and determinants of consumers’ cross-border online shopping. Finally, the conclusions and implications were given according to the empirical analysis