Cross-border e-commerce has become an important channel for promoting international trade. Yet, the factors influencing buyer behavior in cross-border e-commerce have received relatively less research attention than in domestic e-commerce settings. In this paper we draw on the valence framework to develop and test a research model of buyer repeat purchase intentions in cross-border e-commerce. We hypothesized the effects of positive valences (value, monetary saving, convenience and product offerings) along with negative valences (product and transaction-based uncertainties) on repeat purchase intention. Data was collected from users of a popular cross-border e-commerce provider in China. Results (n=169) revealed that positive valences exert the strongest effects on repeat purchase intention, but negative valences are also significant. These include product-based uncertainties and transaction-based uncertainties. Our model explained 69% of the variance in repeat purchase intentions in a cross-border e-commerce platform. Results enhance our understanding of cross-border e-commerce and have important implications for online providers competing in international markets.
Mou, Jian; Cohen, Jason; Dou, Yongxiang; and Zhang, Bo, (2017). "PREDICTING BUYERS’ REPURCHASE INTENTIONS IN CROSS-BORDER E-COMMERCE: A VALENCE FRAMEWORK PERSPECTIVE". In Proceedings of the 25th European Conference on Information Systems (ECIS), Guimarães, Portugal, June 5-10, 2017 (pp. 2382-2394). ISBN 978-989-20-7655-3 Research Papers.