Abstract
Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.
Highlights
Despite the disruption of the global trade environment, cross-border e-commerce has become an important driver of global trade
We identified five items based on the existing literature (Dong & Wang et al, 2018; Sun et al, 2019) and user experience of the focal cross-border platforms
The results show that affordance of live streaming was positively associated with perceived product transparency (β = 0.242, p
Summary
Despite the disruption of the global trade environment, cross-border e-commerce has become an important driver of global trade. Through cross-border e-commerce platforms such as Amazon and Alibaba’s Tmall Global, consumers can access an increasing variety of worldwide goods at lower costs and in less time (Giuffrida et al, 2017). According to recent PPRO research, the value of worldwide cross-border e-commerce reached $412 billion at the end of 2018, which still leaves substantial room for further expansion (PPRO 2019). Cross-border e-commerce platforms provide significant convenience and low costs for consumers all over the world, how to motivate and attract consumers is still a worldwide challenge. According to IPC (2019), online platforms in the USA attracted 26% of Chinese consumers to make
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