报告题目：PREDICTING BUYERS’ REPURCHASE INTENTIONS IN CROSS-BORDER E-COMMERCE: A VALENCE FRAMEWORK PERSPECTIVE

报告时间：2017年 6月22日下午2:30

报告人：牟健 讲师

报告人简介：

牟健 现为环球360管理系统入口讲师，2015年毕业于南非金山大学获得信息系统博士学位。毕业后随即在韩国成均馆大学交互科学系从事博士后科研工作，参与韩国BK21 plus科研项目。主要科研领域为互联网用户行为研究，电子商务研究，人机互换行为研究，在线信任，感知风险，以及信息系统和信息管理相关的研究。牟健曾就职于跨境电商企业敦煌网，任资深用户研究工程师。

其科研成果已经发表到信息系统，电子商务和人机交互领域的多个学术会议和国际学术期刊中。

报告摘要：

Cross-border e-commerce has become an important channel for promoting international trade. Yet, the factors influencing buyer behavior in cross-border e-commerce have received relatively less research attention than in domestic e-commerce settings. In this paper we draw on the valence framework to develop and test a research model of buyer repeat purchase intentions in cross-border e-commerce. We hypothesized the effects of positive valences (value, monetary saving, convenience and product offerings) along with negative valences (product and transaction-based uncertainties) on buyers’ repeat purchase intentions. Data was collected from users of a popular cross-border e-commerce provider in China. Results (n=169) revealed that positive valences exert the strongest effects on repeat purchase intention, but negatively valences are also significant. These include product-based uncertainties arising, inter-alia, from information asymmetries, as well as transaction-based uncertainties including confiscation risks. Our model explained 69% of the variance in repeat purchase intentions in a cross-border e-commerce platform. Results enhance our understanding of cross-border e-commerce and have important implications for online providers competing ininternational markets.

Keywords: Cross-border e-Commerce, Perceived Uncertainties, Perceived Benefits, Valence Framework.