Research on the Influencing Factors of Cross-Border E-commerce Consumers

Abstract

This study aims to explore the influencing factors of cross-border e-commerce consumers. Through a comprehensive analysis of a large body of literature, we have identified several key factors, including trust, price, product quality, convenience, and cultural factors, among others. These factors have a significant impact on consumers' purchasing decisions in a cross-border e-commerce environment. Trust is considered one of the most important factors, as consumers' trust in e-commerce platforms and sellers directly affects their purchasing behavior. In addition, price and product quality are also important factors considered by consumers; products that are reasonably priced and of reliable quality are more likely to gain consumer favor. Convenience factors, including the ease of the shopping experience and fast logistics services, also significantly influence consumer purchasing decisions.