Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/289515 
Year of Publication: 
2023
Citation: 
[Journal:] Schmalenbach Journal of Business Research (SBUR) [ISSN:] 2366-6153 [Volume:] 75 [Issue:] 3 [Year:] 2023 [Pages:] 389-414
Publisher: 
Springer, Heidelberg
Abstract: 
Building on the motivation-ability (MA) theoretical framework, we develop a motivation-trust-vulnerability (MTV) framework to explain behavioral decision making in situations of uncertainty and vulnerability. We apply our new framework to cross-border online shopping, which is characterized by uncertain benefits, potential losses, and increased vulnerability of making cross-border online purchases at foreign online vendors. The MTV framework (1) explains the mechanism of cross-border online shopping by considering the effects and interactions of motivation, trust, and vulnerability (2), offers a new conceptualization of perceived vulnerability and (3) is applicable to culturally and economically distinct country markets. The findings from two major e-commerce markets (China and Germany; N = 808) support our framework and suggest that perceived vulnerability acts as an obstacle that prevents consumers from cross-border online shopping. However, in interaction with trust towards foreign online vendors perceived vulnerability positively affects the relationship between motivating factors and cross-border online purchase intentions. Our findings help explaining consumers' cross-border online purchasing intentions and provide guidance for retail managers and policy makers on recognizing and coping with trust and vulnerability in international relations.
Subjects: 
Consumer Behavior
Cross-Border E-Commerce
Distribution Channels
Retailing
Structural Equation Modeling
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article

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