The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications
This study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, w...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2025-04-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825000915 |
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| _version_ | 1823861267064946688 |
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| author | Kuo-Jui Liu Shang-Liang Chen Ho-Chuan Huang Mon-Long Gan |
| author_facet | Kuo-Jui Liu Shang-Liang Chen Ho-Chuan Huang Mon-Long Gan |
| author_sort | Kuo-Jui Liu |
| collection | DOAJ |
| description | This study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, which effectively mitigates uncertainty and enhances behavioral intention within the cross-border shopping context. Furthermore, the research identifies a “trust-risk paradox,” wherein increased trust does not invariably lead to a reduction in perceived risk, thereby challenging conventional theoretical assumptions. While perceived risk exhibits a limited direct influence on behavioral intention, its substantial indirect effect through satisfaction underscores the intricate nature of consumer decision-making processes. Utilizing empirical data from Taiwanese consumers, this study provides critical insights into the structural relationships among these constructs, offering both practical implications for CBEC platform strategies and contributions to theoretical development. By investigating the dynamic interactions in cross-border consumer behavior, this research advances the understanding of high-uncertainty markets and establishes a solid foundation for future scholarly inquiry. |
| format | Article |
| id | doaj-art-84e9a599d6ee4f769701fa30973262a4 |
| institution | Kabale University |
| issn | 0001-6918 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj-art-84e9a599d6ee4f769701fa30973262a42025-02-10T04:33:26ZengElsevierActa Psychologica0001-69182025-04-01254104778The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applicationsKuo-Jui Liu0Shang-Liang Chen1Ho-Chuan Huang2Mon-Long Gan3Institute of Manufacturing Information and Systems, National Cheng Kung University, No. 1, Daxue Rd., East Dist., Tainan City 701401, Taiwan, ROCInstitute of Manufacturing Information and Systems, National Cheng Kung University, No. 1, Daxue Rd., East Dist., Tainan City 701401, Taiwan, ROC; Corresponding author.Department of Intelligent Commerce, National Kaohsiung University of Science and Technology (Yanchao Campus), No. 58, Shenzhong Rd., Yanchao Dist., Kaohsiung City 824, Taiwan, ROCBasic Education College, Putian University, No. 128, Sanmin Rd., Xinying Dist., Tainan City 730009, Taiwan, ROCThis study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, which effectively mitigates uncertainty and enhances behavioral intention within the cross-border shopping context. Furthermore, the research identifies a “trust-risk paradox,” wherein increased trust does not invariably lead to a reduction in perceived risk, thereby challenging conventional theoretical assumptions. While perceived risk exhibits a limited direct influence on behavioral intention, its substantial indirect effect through satisfaction underscores the intricate nature of consumer decision-making processes. Utilizing empirical data from Taiwanese consumers, this study provides critical insights into the structural relationships among these constructs, offering both practical implications for CBEC platform strategies and contributions to theoretical development. By investigating the dynamic interactions in cross-border consumer behavior, this research advances the understanding of high-uncertainty markets and establishes a solid foundation for future scholarly inquiry.http://www.sciencedirect.com/science/article/pii/S0001691825000915Cross-border e-commerceTrustSatisfactionPerceived riskBehavioral intentionCross-border shopping |
| spellingShingle | Kuo-Jui Liu Shang-Liang Chen Ho-Chuan Huang Mon-Long Gan The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications Acta Psychologica Cross-border e-commerce Trust Satisfaction Perceived risk Behavioral intention Cross-border shopping |
| title | The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications |
| title_full | The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications |
| title_fullStr | The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications |
| title_full_unstemmed | The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications |
| title_short | The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce mobile applications |
| title_sort | trust paradox an exploration of consumer psychology and behavior in cross border shopping using e commerce mobile applications |
| topic | Cross-border e-commerce Trust Satisfaction Perceived risk Behavioral intention Cross-border shopping |
| url | http://www.sciencedirect.com/science/article/pii/S0001691825000915 |
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