E-commerce is a fast-growing economy today. The waves of cross-border e-commerce has also been accelerated resulting in big opportunities as well as threats to firms. Understanding consumer perception towards cross-border e-commerce is crucial especially perception of trust and risk towards cross-border e-commerce for the consumers need to transact with the system that may lead to various vulnerabilities. Moreover, the consumer loyalty is also critical for business in the central of highly competitive market to ensure sustainable profit and stable market position. In this study, Trusting Belief and Perceived Risk are major constructs incorporated with Expectation-disconfirmation Theory to extend the knowledge of e-commerce study by focusing on cross-border e-commerce amongst the consumers in Thailand. Trusting Belief and Perceived Risk are formed into expectation and performance constructs in accordance to Expectation-disconfirmation Theory to evaluate the pre-to-post purchase perception. The Structural Equation Model suggests that the post-purchase trust and perceived risk are highly influence to the expectation disconfirmation of which results in satisfaction and repurchase intention from the e-seller. In term of cross-border e-commerce, consumer expectation towards risk and trust on e-sellers is vary and not significant. They tend to expose themselves to risk at first; however, the post-purchase trust and risk are highly influential and shape a firm perception of trust and risk towards the e-sellers.
Khayaiyam, Natthakorn, "Consumer Satisfaction and Repurchase Intention from Cross-border e-Commerce: A Trust-Risk-based Study" (2019). ICEB 2019 Proceedings (Newcastle Upon Tyne, UK). 14.