| Abstract [eng] |
The research examines the factors influencing consumer intention to buy in cross-border online shopping. With e-commerce expanding globally, understanding the motivations and barriers to cross-border purchases is critical. The study investigates product and consumer-related factors, such as perceived risks (financial, time, social, psychological, security, and product risks), trust, website quality, and the image of the country of origin. Utilizing theoretical frameworks like the Theory of Planned Behavior (TPB) and empirical analysis, the research identifies the roles of trust, perceived value, and consumer ethnocentrism in shaping purchase intentions. Findings underscore the importance of mitigating risks and enhancing trust through websites, product reliability, and effective marketing strategies. The study provides actionable insights for e-commerce businesses to foster consumer trust and promote cross-border shopping. |
