Consumer behaviour in cross‐border e‐commerce: Systematic literature review and future research agenda

Abstract

Cross‐border electronic commerce (CBEC) was developed from traditional e‐commerce to cater to the growing demand for online transactions among global traders. Consumer behaviour is one of the most important topics that multistakeholders (e.g., e‐commerce platforms, entrepreneurs, governments and third‐party service providers) need to understand to develop CBEC. Although for over a decade studies across disciplines and regions have explored various consumer behaviours and their factors in CBEC through diverse research methods and theoretical lenses, the current literature is still fragmented and lacks consolidation of past contributions. In the present study, we conduct a systematic literature review based on 40 CBEC studies to present an overview of the current research status of the field. This study analyzes research contexts, theoretical applications and methods, and unifies a CBEC definition as a benchmark for future research. More importantly, we employ the Stimulus–Organism–Response (S–O–R) framework to categorize factors into the inner and outer CBEC ecosystem stimuli, cognitive and affective states, and approach and avoidance behaviours, and to generalize two consumer behavioural patterns to provide a comprehensive understanding of consumer behaviours in CBEC. With the proposed future research directions, we believe that this review can serve as a fundamental and informative guideline for researchers to continue advancing knowledge of the field.

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“…, 2021). This will indicate that the platform is concerned about consumers' personal information (Chen et al. , 2023).…”

“…The PP is an important feature that must be updated for users periodically (Song et al, 2021). This will indicate that the platform is concerned about consumers' personal information (Chen et al, 2023).…”

Evolutionary Game Analysis of Cross-Border E-Commerce Logistics Alliance Subject Considering Supply Chain Disruption Risk

“…To analyze the behavior of cross-border e-commerce logistics alliances in the context of supply chain interruption risk, it is necessary to consider the strategies that cross-border e-commerce platforms, logistics service providers, and overseas merchants will adopt to mitigate the risk and ensure the stability and long-term development of cross-border e-commerce business. Within the theoretical framework of evolutionary game theory, it is believed that the participants in the alliance, as bounded rational individuals, seek to maximize their own interests [35][36][37]. Therefore, the strategic choices of the three entities have an impact on the other two parties and the overall alliance, resulting in continuous dynamic changes in their business strategies.…”