Factors Inflencing consumer buying intention in cross-border e-commerce

Ho, Jia Rok (2026) Factors Inflencing consumer buying intention in cross-border e-commerce. Final Year Project, UTAR.

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Abstract

The rapid expansion of cross-border e-commerce has reshaped consumer shopping behaviour by providing access to wider product varieties, competitive pricing, and global brands. However, consumers’ perceptions of risk, logistics concerns, trust in foreign sellers, and platform reliability create uncertainties that affect their buying intentions. These subjective elements—including product authenticity concerns, delivery expectations, perceived value, platform trust mechanisms, and cross-border service quality—pose challenges for both researchers and businesses in determining how international online trade influences consumer purchase decisions. Therefore, this study investigates factors influencing consumer buying intention in cross-border e-commerce. This research applies quantitative methods and collects data through an online survey, which is analysed using the Statistical Package for the Social Sciences (SPSS). Key dimensions of cross-border e-commerce examined in this study include perceived product value, trust and security, logistics efficiency, and platform engagement. The findings indicate that these factors have a statistically significant and positive relationship with consumer buying intentions, supporting all proposed hypotheses (H1, H2, H3, and H4). The results offer valuable insights for cross-border sellers, e-commerce platforms, and digital marketers by highlighting the importance of trust-building mechanisms, efficient delivery systems, and transparent communication in influencing consumer behaviour. Furthermore, this study suggests that future research may adopt alternative sampling methods, include more diverse demographic groups, compare multiple countries, and explore additional variables such as cultural distance or digital literacy. Keywords: cross-border e-commerce, consumer buying intention, global online shopping, trust, logistics, digital commerce

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