A Study on the Attitude towards Cross-Border E-Commerce from Cultural Aspect: Focusing E-commerce Self-Efficacy, Perceived Benefit and Perceived Trust

Research Purpose: This study contributes to the existing literature by exploring consumer attitudes in cross-border e-commerce, specifically examining both cognitive factors and cultural dimensions, particularly collectivism/individualism. Research Methods: A survey was conducted with users who have experience using cross-border e-commerce platforms and the collected data were analyzed by employing a Partial Least Squares Structural Equation Modeling (PLS-SEM) model. Results in Research: E-commerce self-efficacy, perceived trust, and perceived benefit significantly and positively influence users' attitudes toward cross-border e-commerce. Research Conclusion: E-commerce service providers should prioritize instilling user confidence in navigating global platforms, offering features that build trust, and delivering desired benefits. Integrating self-efficacy and trust factors into cultural aspects are crucial strategies.