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Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior

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  • Valarezo, Ángel
  • Pérez-Amaral, Teodosio
  • Garín-Muñoz, Teresa
  • Herguera García, Iñigo
  • López, Rafael

Abstract

This paper explores the determinants of the individual's decision to perform cross-border e-commerce (CBeC). The European Union (EU) is especially interested in the promotion of CBeC because it is an important tool in its strategy to achieve the Digital Single Market in Europe. In this paper official data is used from a representative survey of 16,209 individuals on ICT usage by households and individuals that was carried out in Spain by the National Institute of Statistics (INE) for the year 2016. Using a standard neoclassical utility maximization framework, and logistic regression techniques, the results show that being a male is positively related to the probability of practicing CBeC. Education is positively and significantly related to the probability of being involved in CBeC with EU countries. Computer and Internet Skills are significant and positive factors in explaining CBeC (either with EU countries or with the rest of the world). The variable “how often the consumer sees other customer reviews before buying online”, has a positive effect. Foreign nationality also increases the likelihood of using CBeC. To promote CBeC in Spain measures towards developing digital skills, Internet trust and use of online information reviews of goods and services are discussed.

Suggested Citation

  • Valarezo, Ángel & Pérez-Amaral, Teodosio & Garín-Muñoz, Teresa & Herguera García, Iñigo & López, Rafael, 2018. "Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior," Telecommunications Policy, Elsevier, vol. 42(6), pages 464-473.
    • Handle: RePEc:eee:telpol:v:42:y:2018:i:6:p:464-473
    DOI: 10.1016/j.telpol.2018.03.006
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    References listed on IDEAS

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    2. Fernández-Bonilla, Fernando & Gijón, Covadonga & De la Vega, Bárbara, 2022. "E-commerce in Spain: Determining factors and the importance of the e-trust," Telecommunications Policy, Elsevier, vol. 46(1).
    3. Francesca Pratesi & Lala Hu & Riccardo Rialti & Lamberto Zollo & Monica Faraoni, 2021. "Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study," Italian Journal of Marketing, Springer, vol. 2021(3), pages 227-247, September.
    4. Ángel Valarezo & Rafael López & Teodosio Pérez-Amaral, 2019. "Adoption of e-commerce by individuals and digital divide: Evidence from Spain," Documentos de Trabajo del ICAE 2019-19, Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, Instituto Complutense de Análisis Económico.
    5. Teresa Garín-Muñoz & Teodosio Pérez-Amaral & Rafael López, 2020. "Consumer engagement in e-Tourism: Micro-panel data models for the case of Spain," Tourism Economics, , vol. 26(6), pages 853-872, September.
    6. López, Rafael & Valarezo, Ángel & Pérez-Amaral, Teodosio, 2023. "Unleashing the potential of online learning in Spain: An econometric analysis," Telecommunications Policy, Elsevier, vol. 47(6).
    7. Ariansyah, Kasmad & Sirait, Emyana Ruth Eritha & Nugroho, Badar Agung & Suryanegara, Muhammad, 2021. "Drivers of and barriers to e-commerce adoption in Indonesia: Individuals’ perspectives and the implications," Telecommunications Policy, Elsevier, vol. 45(8).
    8. Leo Sleuwaegen & Peter M. Smith, 2022. "Who purchases cross-border? Individual and country level determinants of the decision to purchase cross-border in the European Single Market," Electronic Commerce Research, Springer, vol. 22(3), pages 749-785, September.
    9. Do, Quynh Huong & Kim, Thai Young & Wang, Xueqin, 2023. "Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    10. Zhu, Wenlong & Mou, Jian & Benyoucef, Morad, 2019. "Exploring purchase intention in cross-border E-commerce: A three stage model," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 320-330.
    11. Pérez-Amaral, Teodosio & Valarezo, Angel & López, Rafael & Garín-Muñoz, Teresa, 2021. "Digital divides across consumers of internet services in Spain using panel data 2007–2019. Narrowing or not?," Telecommunications Policy, Elsevier, vol. 45(2).
    12. Pérez-Amaral, Teodosio & Valarezo, Angel & López, Rafael & Garín-Muñoz, Teresa & Herguera, Iñigo, 2020. "E-commerce by individuals in Spain using panel data 2008–2016," Telecommunications Policy, Elsevier, vol. 44(4).
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