Factors That Impact Consumers' Intention to Shop on Foreign Online Stores

Abstract

Cross-border e-commerce has been rapidly expanding. However, little research has been done to investigate how consumers decide to shop across national borders. This study aims to explore the factors that impact consumers’ intention to shop on foreign websites. A conceptual model is developed from the perspectives of consumer perceived trust and value. We also examine the effects of vendors’ signaling on perceived trust, as well as the effects of benefits and costs on perceived value. This study conducts an online survey to test the research model. Our findings can help researchers and practitioners understand the barriers to cross-border e-commerce and devise strategies to overcome these barriers.