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【明理讲堂2020年第30期】11-10釜山国立大学Jian MOU助理教授: Research on cross-border e-commerce

  报告人: 釜山国立大学助理教授Jian MOU 博士


  会议号:腾讯会议 569 762 703



  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.  



  Jian Mou is an Assistant Professor of School of Business in Pusan National University, South Korea. His research interests include e-commerce, human computer interaction, trust and risk issues in e-service and the dynamic nature in systems use. In total, he has published more than 30 SSCI/SCIE journal publications. His research has appeared in journals such as Information Processing and Management, Computers in Human Behavior, IT and People, Journal of Retailing and Consumer Services, Journal of Global Information Management, Electronic Commerce Research and Applications, Journal of Electronic Commerce Research, Internet Research, Industrial Management & Data Systems, Electronic Commerce Research, Behaviour and Information Technology, International Journal of Human-Computer Interaction, and Information Development.