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Keywords: Cross-border e-commerce
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Journal Articles
Evolution of adoption determinants in cross-border e-commerce: comparing AliExpress and Temu
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Asia Pacific Journal of Marketing and Logistics (2026) 38 (4): 1217–1238.
Published: 08 August 2025
...Minjung Roh; Hyunkyu Jang Purpose This study examines how adoption determinants evolve across market maturity stages in cross-border e-commerce by comparing early market (AliExpress) and mature market (Temu) adoption patterns among South Korean consumers. Design/methodology/approach Using...
Journal Articles
Product information the more the better? A moderated mediation model to explain consumer purchasing intention in cross-border e-commerce
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (11): 2601–2620.
Published: 02 May 2023
...Xianchuan Yang; Yin Ma; Jiashi Han Purpose The purpose of this paper is to identify the influence of product information on purchase intention and evaluate the moderated mediation effect of return policy leniency in cross-border e-commerce. Design/methodology/approach The methodology is to use...
Journal Articles
Exploring consumer purchase intention in cross-border e-commerce: evidence from ‘belt and road’ countries
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (3): 625–644.
Published: 13 May 2022
...Jie Jian; Ling Lv; Li Wan Purpose The purpose of this paper is to explore the determinants of consumer purchase intention (CPI) of cross-border e-commerce (CBEC) in the countries of the Belt and Road Initiative (BRI). Design/methodology/approach This study proposes a research model...
Journal Articles
Cross-border online shopping experiences of Chinese shoppers
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Asia Pacific Journal of Marketing and Logistics (2020) 32 (2): 366–385.
Published: 02 October 2019
... a novel insight into possible unique success factors in cross-border e-commerce. Authenticity refers to consumers’ desire for products, brands and ideas that are representative of a certain culture (Nijssen and Douglas, 2011), that are genuine and real, and that uphold the truth of a product (Beverland...
