Exploring consumer purchase intention in cross-border e-commerce: evidence from ‘belt and road’ countries

Purpose The purpose of this paper is to explore the determinants of consumer purchase intention (CPI) of cross-border e-commerce (CBEC) in the countries of the Belt and Road Initiative (BRI). Design/methodology/approach This study proposes a research model of the antecedents of CPI on CBEC in BRI countries. Study participants were consumers with CBEC shopping experience in BRI-associated countries ( n = 278). Structural equation modeling was used to test the research model. Findings Trust has the greatest effect on CPI, while perceived security has the least effect. In addition, in BRI-associated countries, in contrast to the previous study, product presentation was found to have a significant positive influence on CPI in CBEC. Platform simplicity and logistic service have a significant positive influence on CPI. Practical implications These findings offer important implications for CBEC. Consumers' trust in product providers has the greatest impact on CPI. Simplicity, timely shipment tracking and the fast delivery speed of the platform will increase CPI. The results suggest a highly successful tactic for enhancing consumers' perceptions of product authenticity and interest. Finally, this study provides insights into BRI. Originality/value This study contributes to the literature on CBEC. It explores the multilevel (i.e. product presentation, platform simplicity, logistic service, perceived security, and trust) determinants of CPI on CBEC. The study provides insights into the determinants of CPI in BRI countries.