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Development of a Motivation–Trust–Vulnerability (MTV) Framework for Cross-Border Online Shopping: A Cross-National Application to Chinese and German Consumers

Author

Listed:
  • Gerhard Wagner

    (Universität Siegen)

  • Anne Fota

    (Universität Siegen)

  • Hanna Schramm-Klein

    (Universität Siegen)

  • Sascha Steinmann

    (Aarhus Universitet)

Abstract

Building on the motivation–ability (MA) theoretical framework, we develop a motivation–trust–vulnerability (MTV) framework to explain behavioral decision making in situations of uncertainty and vulnerability. We apply our new framework to cross-border online shopping, which is characterized by uncertain benefits, potential losses, and increased vulnerability of making cross-border online purchases at foreign online vendors. The MTV framework (1) explains the mechanism of cross-border online shopping by considering the effects and interactions of motivation, trust, and vulnerability (2), offers a new conceptualization of perceived vulnerability and (3) is applicable to culturally and economically distinct country markets. The findings from two major e-commerce markets (China and Germany; N = 808) support our framework and suggest that perceived vulnerability acts as an obstacle that prevents consumers from cross-border online shopping. However, in interaction with trust towards foreign online vendors perceived vulnerability positively affects the relationship between motivating factors and cross-border online purchase intentions. Our findings help explaining consumers’ cross-border online purchasing intentions and provide guidance for retail managers and policy makers on recognizing and coping with trust and vulnerability in international relations.

Suggested Citation

  • Gerhard Wagner & Anne Fota & Hanna Schramm-Klein & Sascha Steinmann, 2023. "Development of a Motivation–Trust–Vulnerability (MTV) Framework for Cross-Border Online Shopping: A Cross-National Application to Chinese and German Consumers," Schmalenbach Journal of Business Research, Springer, vol. 75(3), pages 389-414, September.
    • Handle: RePEc:spr:sjobre:v:75:y:2023:i:3:d:10.1007_s41471-023-00170-2
    DOI: 10.1007/s41471-023-00170-2
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    References listed on IDEAS

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    Cited by:

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