A study on the infl uence of consumer trust on purchase intention 
of cross-border e-commerce platform based on perceived risk

Wei Liu; Khatibi Ali; Jacqueline Tham

doi:10.18686/modern-management-forum.v7i12.11868

A study on the infl uence of consumer trust on purchase intention of cross-border e-commerce platform based on perceived risk

Wei Liu, Khatibi Ali, Jacqueline Tham

Abstract

With the continuous development of network technology, it has brought tremendous changes to people’s production and life
style, and provided people with high quality service. At the same time, people’s way of shopping has gradually changed, the e-commerce
platform has gradually become the main shopping channel for people. With the increasingly vigorous development of e-commerce platforms,
the competition among e-commerce consumption platforms is also becoming inc reasingly fi erce, and the important role of the relationship
between consumer trust and purchase intention is gradually highlighted.

Keywords

perceived risk; Cross-border e-commerce platform; Consumer trust; Willingness to buy

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References

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v7i12.11868

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