An Empirical Research on Influencing Factors and Pathways of Cross-border E-commerce Use Intention From Sellers’ Perspective

Abstract

With the development of global economic integration and Internet technology, cross-border e-commerce has become a necessity to develop e-commerce and traditional foreign trade. China also provides the highest strategic territory for cross-border e-commerce in terms of policies such as “Internet Plus” action plan,“Belt and Road Initiative”and “Made in China 2025”.However, some cross-border e-commerce platform companies are on the verge of extinction in practice. cross-border e-commerce cannot do without the participation of sellers and buyers, and more active users will bring more success to cross-border e-commerce platform companies.Therefore, it is of great significance for the development of cross-border e-commerce platforms to understand the factors affecting the use intention of sellers when they are using cross-border e-commerce platforms.In view of this practical problem and research gap, this paper focused on the topic of how to improve sellers’ use intention, then conducted research on a pioneering cross-border e-commerce platform enterprises in China.From the perspective of sellers, questionnaires were obtained for quantitative analysis through empirical method, based on information system success model and valanced framework theory, and it was found that the system quality and service quality of the platforms could positively affect sellers’ trust in the platforms, thus increasing the perceived benefit and reducing the perceived risk of the platforms, so it can enhance the sellers’ use intention.