Sun Yide
College of International Business, Zhejiang Yuexiu University of Foreign
Languages, China
475121972@qq.com
Date Received: October 5, 2018; Date Revised: April 30, 2019
Asia Pacific Journal of Multidisciplinary Research
Vol. 7 No.2, 115-114
May 2019
P-ISSN 2350-7756
E-ISSN 2350-8442
CHED Recognized Journal
ASEAN Citation Index
Proposed Model for Consumers’ Buying Behavior on Cross-Border E-Commerce Platforms in Zhejaing Province, China 1,013KB 1 downloads
Sun Yide College of International Business, Zhejiang Yuexiu University of Foreign Languages,...
The study assessed the consumers’ buying behavior on cross-border e-commerce platforms in Zhejiang Province. Descriptive, evaluative, comparative, and correlational methods of research were utilized. Respondents were consumers who have experience of purchasing on cross-border e-commerce platforms. Data were collected through questionnaire and documentary analysis. Findings shows that there was a significant relationship between factors that influence e-commerce platform decision and customer buying behavior. Therefore, a model was proposed for consumer buying behavior on cross-border e-commerce platform.
Keywords: cross-border e-commerce platforms, consumer buying behavior, usefulness, ease of use