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首页> 外文期刊>Journal of global information management >Trust, Risk and Alternative Website Quality in B-Buyer Acceptance of Cross-Border E-Commerce
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Trust, Risk and Alternative Website Quality in B-Buyer Acceptance of Cross-Border E-Commerce

机译：B买方跨境电子商务接受中的信任，风险和替代网站质量

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摘要

Cross-border e-commerce (CBEC) has become an imperative mode for global trade. Research on cross-border e-commerce historically focuses mainly on the customer's behavior intention to purchase on a CBEC platform. However, B-buyers are more important compared with C-buyers for CBEC platforms. This is because B-buyers can contribute more gross merchandise volume (GMV) in a CBEC platform, and thus more margin for the firm. The authors apply trust transfer theory, perceived risk, and alternative website quality to study repurchase intention, focusing on B-buyers. The results show that perceived risk, trust in provider, and trust in the website affect repurchase intention significantly, where trust in website is found to be the most important factor. In addition, the authors found that the dimensions of perceived risk in CBEC context can be classified as the following: customer duties risk, confiscation risk, delivery risk, financial risk, and privacy risk. The contributions of the study are addressed lastly.
机译：跨境电子商务（CBEC）已成为全球贸易的必要模式。历史上，跨境电子商务的研究主要集中于客户在CBEC平台上的购买行为意图。但是，对于CBEC平台，B买方比C买方更为重要。这是因为B买家可以在CBEC平台中贡献更多的商品总销量（GMV），从而为公司带来更多的利润。作者运用信任转移理论，感知风险和替代网站质量来研究回购意向，重点是B买家。结果表明，感知风险，对提供商的信任以及对网站的信任会显着影响回购意向，其中对网站的信任是最重要的因素。此外，作者发现，在CBEC上下文中感知风险的维度可分为以下几类：客户职责风险，没收风险，交付风险，财务风险和隐私风险。最后介绍了该研究的贡献。

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