Unraveling Cross-Border E-Commerce Purchase Intention Drivers: Empirical Evidence from Vietnam

Abstract

In the context of digital transformation and globalization, cross-border e-commerce has become one of the key drivers of international trade, especially in developing markets like Vietnam. By conducting a survey of 356 people in Vietnam, this research aims to investigate factors affecting consumers' cross-border e-commerce purchase intention. Through a combined theoretical model including Social Identity Theory (SIT), Information Acceptance Model (IAM), and Hierarchy of Effects Model (HOE), this study explores the role of country of origin, product involvement, consumer ethnocentrism, online review quality, brand image, perceived product quality, and consumer attitudes. Ultimately, 11 out of 13 hypotheses are accepted through PLS-SEM testing. The results show that factors such as country of origin, product involvement, online review quality, and brand image have positive impacts on perceived product quality, consumer attitudes, and cross-border e-commerce purchase intention. Moreover, perceived quality and consumer attitudes play mediating roles in the model. In contrast, ethnocentrism does not show an influence. These findings offer valuable implications for businesses, policymakers, and platforms to optimize consumer engagement and trust in the context of cross-border e-commerce. To enhance the review system, marketing strategy, and legal framework for safe and efficient cross-border transactions, this paper also proposes practical recommendations.