The impact of risk-aware consumer trust on CB E-commerce platforms and purchase intention

Abstract

Cross-border e-commerce (CBRC) is increasingly affecting the value of traditional trade due to its rich variety, convenient operation, and freedom from time and space restrictions and has also changed consumer shopping habits. However, the development of CBEC still faces many problems, resulting in domestic consumers’ willingness to consume on CBEC platforms not being high. Based on the above background, the research content of this paper is the influence of consumer trust on purchase intention based on perceived risk of CBEC platforms. In this paper, a questionnaire survey is used to collect data for simulation. The results show that from the regression results of the five dimensions of trust on purchase intention, the adjusted R2 is 0.466, indicating a high degree of fit. When the exploratory value in perceived promotional gains is high, it will leave consumers in an irrational state and weaken the perception of risk.