Identifying and prioritizing the critical quality attributes for business-to-business cross-border electronic commerce platforms

Business-to-business (B2B) cross-border e-commerce (EC) platforms play a critical role in reducing the psychological barriers to cross-border demand. For example, they simplify the search for and comparison of products and suppliers across countries. However, little research on the quality attributes of B2B cross-border EC platforms has been conducted. To alleviate this research gap, this study aimed to identify and prioritize the quality attributes of B2B cross-border EC platforms. Two research methods were applied: First, the modified Delphi technique was used to identify the critical quality attributes from journal articles with the approval of industrial practitioners. In addition, based on the theory of attractive quality, we conducted focus group interviews with industrial practitioners to prioritize the quality attributes of B2B cross-border EC platforms. The results of a Kano model analysis revealed 7 must-be, 15 one-dimensional, 14 attractive, and one indifference quality attributes of B2B cross-border EC platforms among the identified 37. This study provides practical insights for designers and sellers of B2B cross-border EC platforms.