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      International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform : A valence framework perspective

      , , ,
      Internet Research
      Emerald

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          Abstract

          Purpose

          The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC).

          Design/methodology/approach

          The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China.

          Findings

          Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers.

          Research limitations/implications

          The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform.

          Practical implications

          Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty.

          Originality/value

          Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

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          Most cited references127

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          Self-Reports in Organizational Research: Problems and Prospects

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            Trust and TAM in Online Shopping: An Integrated Model

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              Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence

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                Author and article information

                Journal
                Internet Research
                INTR
                Emerald
                1066-2243
                November 01 2019
                April 06 2020
                November 01 2019
                April 06 2020
                : 30
                : 2
                : 403-437
                Article
                10.1108/INTR-06-2018-0259
                0b072905-3617-4074-906a-561c85a70e55
                © 2020

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