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<p>This study integrates the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to examine key factors influencing consumer behavior in cross-border e-commerce (CBEC). Trust (TR) and satisfaction (SAT) are incorporated as moderating variables to explore their effects on purchase intention (BI). Using Taiwan as a strategic research setting, this study analyzes 1,198 valid responses collected pre-pandemic. The findings reveal that perceived usefulness (PU) and perceived ease of use (PEOU) significantly enhance attitude (ATU), while motivation to comply (MOC) strengthens subjective norms (SN), both of which drive BI. Contrary to conventional e-commerce assumptions, TR does not directly affect BI but strengthens the ATU–BI relationship, underscoring its importance in high-risk shopping environments. However, SAT does not significantly moderate purchase intention, suggesting that CBEC decisions rely more on intrinsic attitudes than prior shopping experiences. Additionally, significant age-based differences highlight the need for targeted market segmentation strategies. By integrating TAM and TRA within the CBEC context, this study contributes to both theory and practice, offering insights into platform design, marketing strategies, and policy development in the digital economy. The pre-pandemic dataset also provides a valuable benchmark for post-pandemic behavioral comparisons.</p>

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From theory to practice: key factors influencing user shopping behavior on cross-border e-commerce platforms

  • 期刊论文

  • 发表日期：

    2025年8月15日

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  • Kuo-Jui Liu,
  • Shang-Liang Chen,
  • Ho-Chuan Huang,
  • Mon-Long Gan

摘要

This study integrates the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to examine key factors influencing consumer behavior in cross-border e-commerce (CBEC). Trust (TR) and satisfaction (SAT) are incorporated as moderating variables to explore their effects on purchase intention (BI). Using Taiwan as a strategic research setting, this study analyzes 1,198 valid responses collected pre-pandemic. The findings reveal that perceived usefulness (PU) and perceived ease of use (PEOU) significantly enhance attitude (ATU), while motivation to comply (MOC) strengthens subjective norms (SN), both of which drive BI. Contrary to conventional e-commerce assumptions, TR does not directly affect BI but strengthens the ATU–BI relationship, underscoring its importance in high-risk shopping environments. However, SAT does not significantly moderate purchase intention, suggesting that CBEC decisions rely more on intrinsic attitudes than prior shopping experiences. Additionally, significant age-based differences highlight the need for targeted market segmentation strategies. By integrating TAM and TRA within the CBEC context, this study contributes to both theory and practice, offering insights into platform design, marketing strategies, and policy development in the digital economy. The pre-pandemic dataset also provides a valuable benchmark for post-pandemic behavioral comparisons.