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Open AccessArticle

Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites

1
Research Center for Social and Economic Development Assessment, Lanzhou University, Lanzhou 730000, China
2
Chulalongkorn Business School, Chulalongkorn University, Bangkok 10330, Thailand
3
Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung 824, Taiwan
*
Authors to whom correspondence should be addressed.
Sustainability 2019, 11(21), 5914; https://doi.org/10.3390/su11215914
Received: 19 September 2019 / Revised: 15 October 2019 / Accepted: 21 October 2019 / Published: 24 October 2019
With the intensification of globalization and the widespread adoption of the internet, cross-border e-commerce has become a popular way of shopping. In order to investigate the sustainable development of the cross-border online purchase intention, we propose the framework that uses electronic word of mouth, perceived value, website design quality, trust, perceived risk and the uncertainty avoidance index as the exogenous variables, which influenced the continuance intention towards cross-border shopping and was mediated by the satisfaction of the customers. The results showed: (1) Among all the suggested independent variables, electronic word of mouth, website design quality, trust and the uncertainty avoidance index significantly predicted the satisfaction of the customers; (2) Customer satisfaction towards the websites significantly predicted the continuance intention of users. A detailed explanation of the results and implications for the theoretical and managerial implications for practitioners and academic researchers in the sustainable promotion and development of e-commerce is discussed. View Full-Text
Keywords: cross-border shopping websites; continuance intention; satisfaction; cultural difference cross-border shopping websites; continuance intention; satisfaction; cultural difference
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MDPI and ACS Style

Ma, Y.; Ruangkanjanases, A.; Chen, S.-C. Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites. Sustainability 2019, 11, 5914.

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