Xu Yiwei, He Di, Fan Mingyue
School of Management, Jiangsu University, Zhenjiang, 212013, China.
Heliyon. 2024 Sep 7;10(18):e37627. doi: 10.1016/j.heliyon.2024.e37627. eCollection 2024 Sep 30.
Relying on the development of big data, internet technology, and digital trade, consumers are seeking cross-border e-commerce platforms increasingly. Platform-based advertising communication, characterized by low cost and wide coverage, is notable as one of the marketing strategies favored most within general cross-border e-commerce platforms. It furnishes consumers with abundant shopping options while it exerts influence on their purchasing decisions concurrently. Using Behavioral Reasoning Theory to explore in-platform advertisements' effect on consumer purchasing decisions in cross-border e-commerce platforms, this study introduces advertising features as moderating variables. From the perspectives of self-efficacy, behavioral rationality, and inclusiveness, a behavioral reasoning model for consumer purchasing decisions is constructed. This paper focuses on cross-border e-commerce platform consumers as the research object, and uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the data and validate the model. The results show that self-efficacy and behavioral rationality can have a direct effect on consumers' purchase decision-making behaviors, while self-efficacy plays a significant mediating role between behavioral reasonableness and purchase decision-making behaviors. Inclusiveness has a significant direct effect on self-efficacy and behavioral reasonableness; moreover, advertisement characteristics have a significant negative moderating effect on inclusiveness and behavioral reasonableness-adoption. This study revealed the influencing mechanisms of consumers' purchasing decision behavior on cross-border e-commerce platforms, and expands the scope of Behavioral Reasoning Theory's application. Further, it provides valuable insights for the development of cross-border e-commerce platforms that have both theoretical and practical significance.
依托大数据、互联网技术和数字贸易的发展，消费者对跨境电子商务平台的需求日益增长。以低成本和广泛覆盖为特点的基于平台的广告传播，是一般跨境电子商务平台中最受青睐的营销策略之一。它为消费者提供了丰富的购物选择，同时也对他们的购买决策产生影响。本研究运用行为推理理论探讨跨境电子商务平台内广告对消费者购买决策的影响，并引入广告特征作为调节变量。从自我效能感、行为合理性和包容性的角度，构建了消费者购买决策的行为推理模型。本文以跨境电子商务平台消费者为研究对象，采用偏最小二乘结构方程模型（PLS-SEM）对数据进行分析并验证模型。结果表明，自我效能感和行为合理性对消费者的购买决策行为有直接影响，而自我效能感在行为合理性与购买决策行为之间起显著的中介作用。包容性对自我效能感和行为合理性有显著的直接影响；此外，广告特征对包容性和行为合理性采纳有显著的负向调节作用。本研究揭示了跨境电子商务平台上消费者购买决策行为的影响机制，拓展了行为推理理论的应用范围。此外，它为跨境电子商务平台的发展提供了有价值的见解，具有理论和实践意义。
