| Abstract [eng] |
This study aims to explore how visual aesthetics , attractiveness, and trust influence consumer purchase intentions in the cross-border e-commerce fashion industry, with a particular focus on the moderating role of cultural backgrounds in the Chinese and Danish markets. The research integrates the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and Consumer Decision Model (CDM) to elucidate the differences in consumer preferences for website visual design and trust mechanisms under varying cultural contexts. Based on an online survey of 157 Chinese consumers and 161 Danish consumers, the findings reveal: 1. Visual aesthetics and attractiveness significantly and positively influence consumers' perceived ease of use and perceived usefulness of e-commerce websites, thereby enhancing their purchase intentions. 2. Trust plays a critical role in cross-border e-commerce for clothing, but its formation mechanisms differ across cultural backgrounds. Chinese consumers tend to rely more on social media endorsements, word-of-mouth reviews, and celebrity recommendations, while Danish consumers place greater emphasis on website transparency, clear policies, and data privacy protection. 3. Cultural background serves as a crucial moderating factor in the impact of visual aesthetics, attractiveness, and trust on purchase intentions. Chinese consumers prefer complex designs with rich functionalities, whereas Danish consumers lean toward minimalist designs, efficient navigation, and structured layouts. This study provides empirical evidence for multinational e-commerce companies to develop differentiated design and trust-building strategies in the Chinese and Danish markets. Additionally, these findings offer theoretical support and practical guidance for future research on online marketing strategies incorporating cultural diversity. |
