Impacts of Perceived Risk and Trust on Purchases via Cross–Border E-Commerce

Abstract

The objective of this paper is to study barriers to purchase goods via cross–border business to consumer electronic commerce (Cross–Border B2C E-Commerce) and their impact on intention to purchase goods via cross–border E-Commerce. The study applied the concepts of perceived risk and trust in E-Commerce to measure barriers to cross-border E-Commerce and their impacts on intention to purchase goods via cross-border E-Commerce. The online survey results from Thai consumer show that there are four perceives-risk factors (product and sales policy, logistics, electronic payment, legislations protection) and trust barriers to cross–border B2C E-Commerce. The perceived risk of product and sales policy factor has negative impact on attitude toward goods purchase via cross-border E-Commerce. Negative attitude and perceived risk of logistics can decrease intention to purchase goods via cross-border E-Commerce.