Consumer Behavior

Exploring Risks and Benefits of Cross-Border E-Commerce Consumption: A Qualitative Investigation of Chinese Consumers

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Abstract

With the development of technologyand globalization in online business, cross-border e-commerce (CBEC) has been evolvingrapidly in recent years. The purpose of this study is to explore the types of risksand benefits that Chinese consumers associate with CBEC consumption through a qualitative study. The findings identified three major themes of perceived benefits and six major themesof perceived risks associated with Chinese consumers’ CBEC consumption. Participantsalso expressed different perceptions of risks and benefits among differenttypes of CBEC platforms. Although some of the perceived benefit and perceivedrisk themes were similar to those found in traditional e-commerce research, thefindings of this study reveal unique benefit and risk themes that facilitate andimpede consumers’ CBEC consumption, which have not been found in thetraditional e-commerce literature.

Keywords: Cross-border e-commerce, perceived benefits, perceived risks

How to Cite:

Huang, X. & Kwon, W., (2022) “Exploring Risks and Benefits of Cross-Border E-Commerce Consumption: A Qualitative Investigation of Chinese Consumers”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13427