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Cross-Border E-Commerce Consumer Behavior

In: Introduction to Cross-Border E-Commerce Ecosystem

Author

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  • Xiaheng Zhang

    (Northwest University of Political Science and Law)

Abstract

The definition of consumer behavior has different theoretical bases: “Decision Process Theory” defines consumer behavior as the decision process of consumers buying, consuming, and disposing; “Experience Theory” believes that consumer behavior is the experience process of consumers; “Stimulus–Response Theory” believes that consumer behavior is the consumer's response to consumption; “Balance Coordination Theory” believes that consumer behavior is the exchange interaction behavior between consumers and marketers, and is the result of balance between the two.

Suggested Citation

  • Xiaheng Zhang, 2025. "Cross-Border E-Commerce Consumer Behavior," Springer Books, in: Introduction to Cross-Border E-Commerce Ecosystem, chapter 0, pages 63-97, Springer.
    • Handle: RePEc:spr:sprchp:978-981-96-1165-2_4
    DOI: 10.1007/978-981-96-1165-2_4
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