Research on the Impact of Cross-border E-commerce Platform Quality on Customer Cross-buying Intention

Nowadays, as a new commercial format, cross-border e-commerce has rapidly developed with China's policy support and consumption upgrade. With the advantages of “Belt and Road” strategy, China's cross-border e-commerce industry will confront more opportunities, while facing more fierce competition. Under this background, how to increase usage frequency as well as repurchase intention of customers, has become a significant and emergent problem for Chinese cross-border e-commerce platform companies. This paper defines the dimension of platform quality from the perspective of customer perception, which mainly focuses on the three aspects: system quality, information quality and service quality. Based on the theory of Stimulate-Organism-Response theory, this research takes cross-border e-commerce platform quality as independent variable, customer trust as the mediating variable and cross-buying intention as dependent variable. This paper also divides cross-buying intentions into three types, including point cross-buying intention, line cross-buying intention, and plane cross-buying intention. The authors conduct a survey in the form of questionnaire and the research model is tested by a sample of 235 online customers. The empirical results show that: (1)The three dimensions of platform quality all have positive effect on customer trust. (2) System quality and service quality have direct and positive effect on cross-buying intention. (3)Customer trust have positive effect on the cross-buying intention.(4)Customer trust has mediating effect between the three dimensions of platform quality and cross-buying intention.