Understanding consumer intentions toward cross-border m-commerce usage: A psychological distance and commitment-trust perspective

Abstract Cross-border m-commerce (CBMC) has significant potential but few online firms are involved in CBMC markets due to low acceptance among both buyers and sellers. In addition, customers who engage in CBMC may switch between several different e-marketplaces. This study focuses on understanding consumer intentions toward CBMC usage. We proposed an integrated model by combining psychological distance theory and commitment-trust theory to examine the antecedents of consumer trust and relationship commitment in CBMC. We collected data from 699 global consumers on a CBMC platform and found the variables explain over 63% of buyer intentions. We confirm consumer trust as important to online commerce but also show that relational commitment is even more important to online consumer intention in the CBMC context. Seven influence factors are further confirmed to have impacts on commitment, trust and usage intentions. Among these, this research finds consumer satisfaction important to both trust and commitment and defines a new construct termed mobile-exclusive distance. Our results can help CBMC providers develop strategies for reducing consumer perceived distance and increasing consumer commitment.