Title: Risk factors of consumer switching behaviour for cross-border e-commerce mobile platform

Authors: Yunpeng Yang; Lifan Yang; Hongmin Chen; Jianzheng Yang; Chongjun Fan

Addresses: Antai College of Economics and Management, Shanghai Jiao Tong University, 1954 Huashan Road, Shanghai, 200030, China ' East China University of Political Science and Law, No. 555, Longyuan Road Shanghai 201620, China ' Antai College of Economics and Management, Shanghai Jiao Tong University, 1954 Huashan Road, Shanghai, 200030, China ' Business School, University of Shanghai for Science and Technology, No. 334, Jungong Road, Shanghai, 200093, China ' Business School, University of Shanghai for Science and Technology, No. 334, Jungong Road, Shanghai, 200093, China

Abstract: The cross-border e-commerce mobile market was an application of the mobile internet era; therefore, the cross-border e-commerce mobile platform also has a 'transfer cost law'. This study explored the risk factors of consumer switching behaviour for cross-border e-commerce mobile applications. We combined perceived risk, transfer cost and user loyalty VSL framework theory to construct a new cross-border e-commerce mobile market user transfer intention framework, and analysed the relationship between user loyalty, transfer costs and transfer intentions in the cross-border e-commerce mobile market, and provided advice to companies in the cross-border e-commerce mobile market. 1614 valid questionnaires were collected from e-survey. The analytical results indicated the higher the perceived value and the lower the perceived risk, the higher the user satisfaction. User satisfaction will directly improve user loyalty, and high transfer costs with high user loyalty will directly weaken the user's transfer intention. However, further research shows that learning costs were not directly related to user loyalty and transfer intention, and the complexity of a cross-border e-commerce platform did not directly lead to user transfer.

Keywords: mobile platform; cross-border e-commerce; switching cost; transfer intention; loyalty.

DOI: 10.1504/IJMC.2020.110881

International Journal of Mobile Communications, 2020 Vol.18 No.6, pp.641 - 664

Received: 06 Sep 2018
Accepted: 23 Sep 2019
Published online: 30 Oct 2020 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article