Business performance and purchase intentions in cross-border e-commerce: Insights from retailer and consumer perspectives

Research output: PhD thesisResearch HvA, graduation external

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Cross-border e-commerce is flourishing worldwide and is particularly intriguing because it allows sellers and buyers to regularly cross national borders to distant and distinct countries via the Internet. Marketers need to understand the challenges retailers and consumers may face to develop effective marketing strategies, attract foreign consumers to retailers’ websites, and convert their visits into actual purchases. This dissertation contributes to the growing literature on cross-border e-commerce by examining how e-retailers can shape their marketing strategy to reach foreign consumers who may make a purchase and what drives consumers’ perceptions and preferences before making that
purchase. To this end, study 1 examines how and to what extent small e-retailers can shape their marketing strategies to increase their use of digital marketing tactics and thereby improve their performance in foreign markets by comparing e-retailers originating from developed and emerging e-commerce markets. Study 2 focuses on how store values and country stereotype perceptions lead
to higher trust between consumers and retailers in foreign e-stores, and how this differs for European consumers shopping at U.S. and Chinese e-stores. The third
study addresses why consumers buy from foreign e-stores when they can buy domestically. It examines three different categories of determinants across generational cohorts: e-store characteristics, domain-specific values, and human values. Overall, this dissertation demonstrates the drivers of small retailers’ business performance and consumers’ purchase intentions in cross-border
e-commerce while showing that neither e-retailers nor consumers should be considered uniform or generalizable.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Vrije Universiteit Amsterdam
  • van Herk, Hester , Supervisor, External person
  • Verhagen, Tibert, Co-supervisor
  • Weltevreden, Jesse, Co-supervisor
Award date22 Jun 2023
Place of PublicationAmsterdam
Print ISBNs9789464731064
Publication statusPublished - 22 Jun 2023


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