Cross-border e-commerce has become a key enabler of global trade, connecting consumers and businesses from different corners of the world. Central to this emerging market is the role of consumer trust, which plays a crucial role in shaping purchasing decisions. With the increasing volume of international transactions, consumers are faced with a unique set of challenges when making cross-border purchases, including concerns about product authenticity, payment security, and the potential for poor customer service. This paper explores the influence of consumer trust on purchasing behavior in the context of cross-border e-commerce. It delves into the factors that contribute to building consumer trust, such as platform reputation, product assurance, website quality, and security measures. Furthermore, the paper examines how these trust-building factors impact both initial and repeat purchase decisions. The strategies employed by e-commerce platforms to foster and maintain trust, including transparent policies, secure payment systems, and customer service excellence, are discussed in detail. Additionally, the paper analyzes how emerging technologies like blockchain and artificial intelligence are reshaping trust mechanisms in the e-commerce sector. The findings suggest that consumer trust is a pivotal factor in both initial and repeat purchase decisions, and that e-commerce platforms must proactively manage trust to drive consumer loyalty and long-term success in the cross-border market.

Consumer trust;Cross-border e-commerce;Purchasing decisions;Trust mechanisms;E-commerce platforms

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DOI： https://doi.org/10.62639/sspjiss03.20250203

Published： 2025