An empirical study on the users' continuous intention of imported cross-border e-commerce platforms based on TAM and perceived risk theory

Abstract

With the continuous increase of the transaction scale of China's cross-border e-commerce and the expansion of consumers' demand, the imported cross-border e-commerce (ICBEC) platforms have gradually emerged. Although the ICBEC has been enriching the consumers' experience in terms of product types and after-sales services, in the fierce competition, how to continuously attract online shoppers to visit ICBEC platforms has become an urgent problem for the managers. Based on the technology acceptance model and the perceived risk theory, a theoretical model that impacts consumers' continuance intention to ICBEC platforms was proposed. Data were collected by questionnaire, and empirical analysis was carried out with the help of structural equation model. The findings show that perceived ease-of-use significantly affects perceived usefulness, and perceived usefulness, perceived risk, and social impact all significantly affect the users' continuous intention to the ICBEC platforms.