Consumer satisfaction and repurchase intention from cross-border e-commerce: a trust-risk-based study

Name: Natthakorn Khayaiyam

keyword: E-commerce

; Cross-border e-commerce

; Trust

; Perceived risk

; Repurchase intention

; Expectation disconfirmation theory

Abstract: The waves of cross-border e-commerce (CBEC) is growing very fast resulting big opportunities as well as threats to firms. Understanding consumer perception towards cross-border e-commerce is crucial as it would result in consumer loyalty and sustainable profit. This study is formulated based on a question that how trust and perceived risk of the consumer influence repurchase from CBEC in both pre and post purchase amongst Thai e-shoppers. The data was collected via a designated online questionnaire distributed via social media and sharable link. Structural Equation Model (SEM) and Confirmatory Factor Analysis was conducted to analyse the data together with Paired T-test for analysing differences of trust and perceived risk in pre-to-post purchase and domestic against cross-border e-commerce. The SEM result suggests that post-purchase trust and perceived risk are highly influence to consumer satisfaction and repurchase intention. Surprisingly, consumer tend to expose themselves to risk before shopping ; however, higher trust and lower risk are shaped firmly after they experienced shopping from CBEC. Moreover, consumer do not perceived e-seller trust and risk much difference between CBEC and domestic e-commerce. This study extends the current Expectation-disconfirmation Theory and knowledge of trust and perceived risk towards cross-border e-commerce. Furthermore, the implication of this study helps firms to emphasize on the trust and perceived risk in CBEC challenge within Thailand and for firm who would like to expand to cross-border business.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Siriluck Rotchanakitumnuai

Role: advisor

Created: 2018

Modified: 2021-06-18

Issued: 2021-06-18

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.327

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Management Information Systems

Grantor: Thammasat University

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