Unraveling the Drivers of Consumer Purchase Behavior in Cross-Border Electronic Commerce (CBEC) Ecosystem: Conceptual Framework

The widespread use of the internet and the accelerated proliferation of cross-border electronic commerce (CBEC) have reshaped consumer purchase behavior. CBEC removes the geographical boundaries to enable businesses to enter into the global market and allow consumers to make cross-border purchases. Unlike traditional electronic commerce, CBEC involves diverse and complex ecosystems with multiple players across nations. All these players contribute significantly influence in reshaping consumer purchase behavior. Past studies on consumer purchase behavior in CBEC have primarily focused on a single dimension, such as the consumer factors, logistic service quality, or trust factors. To reveal the full advantages of CBEC, one should study the entire ecosystem. Therefore, this research aims to fill the existing gaps by proposing a conceptual framework to understand the CBEC ecosystem. It examines individual-level factors (attitude, subjective norm, and perceived behavior control), organizational-level factors (trust, perceived security, product information quality, and logistics service quality) and country-level factors (legal structure and national integrity) to explore how these factors reshape consumers’ purchase behavior in CBEC. The conceptual framework serves as a fundamental insight for future research in crafting a comprehensive framework to understand the complex CBEC activities. Also, it benefits businesses to navigate the complexities of consumers’ purchase behavior with an effective strategy and awareness of the key market drivers to satisfy consumers’ demand and enhance the organization’s competitiveness. Lastly, it provides consumers with a comprehensive perspective on the CBEC landscape, empowering them to make informed decisions while engaging in cross-border transactions.