PACIS 2019 Proceedings


Nowadays, cross-border e-commerce (CBEC) has becomean important channel forpromoting international trade. There are many factors thatinfluence consumer participationin CBEC, includingproduct description. An excellent product description can not only attract more consumers, but it can alsoincreaseproduct sales. However, little research has addressed product description in a CBEC setting. From the perspective of psychology, this study proposesa research model of purchase intention in CBEC based on the involvement theory and commitment-involvement theory. The research model will be tested using the covariance-based Structural Equation Modeling. Data will becollected from users of a popular CBECplatformin China.Results will have important theoretical and practical implications for CBEC researchers and practitioners