The Effect of Cross-Border Trading Technologies on Customer Purchase Intention

Abstract

The rapid expansion of cross-border e-commerce has increased the reliance on digital trading technologies to facilitate international transactions between sellers and consumers. Despite growing adoption, consumers often show concern about engaging in cross-border online purchases related to information reliability, logistics performance, payment security, and overall transaction complexity. This study examined the effect of cross-border trading technologies on customer purchase intention in cross-border e-commerce environments.
The study focused on key technology-enabled and perceptual factors, including commodity information quality, logistics service quality, payment security, perceived usefulness, perceived ease of use, and customer perceived value. Using a documentary research, the study investigated how these factors influence consumers’ willingness to purchase from foreign sellers. Customer perceived value was also examined for its role in shaping purchase intention within cross-border transactions with the aid of existing literature, reports, Government policies, conference proceedings, etc.
The findings of the study are expected to contribute to a deeper understanding of how cross-border trading technologies influence consumer decision-making by reducing perceived risk and enhancing transactional efficiency. The study offers hypothetical contributions by integrating technology acceptance and service quality perspectives within a cross-border context. From a practical standpoint, the results provide insights for cross-border e-commerce platforms and international online sellers in designing technology-driven solutions that enhance consumer confidence and purchase intention.

Keywords: cross-border trade, customer purchase intention, information quality, logistic service quality, perceived value, payment security, global commerce.