From Fun to Fear: Unpacking the Emotional Triggers of Cross-Border E-Commerce Repurchases
DOI:
https://doi.org/10.55677/SSHRB/2025-3050-0103Keywords:
UTAUT, cross-border e-commerce, repurchase intention, online shopping fun, online shopping riskAbstract
ABSTRACT : This study explores how emotional triggers—specifically the interplay between perceived fun and fear—affect repurchase intentions on cross-border e-commerce platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Additional variables, including online shopping fun and online shopping risk, are incorporated to provide a comprehensive analysis.
Data were collected through an online questionnaire survey, resulting in 270 valid responses. The study employed SmartPLS 4.0 to analyze the data, utilizing descriptive statistics, reliability analysis, validity tests, and structural equation modeling (SEM) to evaluate the research hypotheses.
Effort expectancy, facilitating conditions, and online shopping fun positively influence repurchase intention and behavior. However, performance expectancy and social influence do not significantly impact repurchase intention. Online shopping risk has a negative effect on repurchase intention, indicating that consumers’ concerns about security and privacy reduce their likelihood of repurchasing.
Cross-border e-commerce platforms should prioritize improving usability and providing support features to enhance customer experiences. Incorporating engaging features and mitigating perceived risks can significantly encourage repeat purchases. These insights are critical for platform developers and marketers aiming to foster customer loyalty.
This study extends the UTAUT framework by incorporating shopping fun and risk as contextual variables, providing novel insights into consumer behavior on cross-border e-commerce platforms. The findings offer practical recommendations for enhancing user experience and addressing specific challenges in the e-commerce domain.
References
Celik, H. (2016). Customer online shopping anxiety within the Unified Theory of Acceptance and Use Technology (UTAUT) framework. Asia Pacific Journal of Marketing and Logistics, 28(2). https://doi.org/10.1108/APJML-05-2015-0077
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In G. A. Marcoulides (Ed.), Modern Methods for Business Research (pp. 295–336). Lawrence Erlbaum Associates.
Cui, Y., Mou, J., Cohen, J., Liu, Y., & Kurcz, K. (2020). Understanding consumer intentions toward cross-border m-commerce usage: A psychological distance and commitment-trust perspective. Electronic Commerce Research and Applications, 39, 100920. https://doi.org/10.1016/j.elerap.2019.100920
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Lim, X. J., Aw, E. C. X., & Teoh, K. G. C. (2018). Factors influencing repurchase intention in online shopping: The mediating role of satisfaction. Journal of Applied Structural Equation Modeling, 2(1), 29–43.
Lowry, P. B., Gaskin, J., Twyman, N., Hammer, B., & Roberts, T. (2012). Taking ‘fun and games’ seriously: Proposing the hedonic-motivation system adoption model (HMSAM). Journal of the Association for Information Systems, 14(11), 617–671. https://doi.org/10.17705/1jais.00347
Masoud, E. Y. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6), 76–87.
Picot-Coupey, K., Krey, N., Huré, E., & Ackermann, C.-L. (2021). Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. Journal of Business Research, 126, 578–590. https://doi.org/10.1016/j.jbusres.2019.12.018
Rouibah, K., Lowry, P. B., & Hwang, Y. (2016). The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country. Electronic Commerce Research and Applications, 19, 33–43. https://doi.org/10.1016/j.elerap.2016.07.001
Shang, Q., Jin, J., & Qiu, J. (2020). Utilitarian or hedonic: Event-related potential evidence of purchase intention bias during online shopping festivals. Neuroscience Letters, 715, 134665. https://doi.org/10.1016/j.neulet.2019.134665
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border e-commerce sustainability. Sustainability, 11(10), 2777. https://doi.org/10.3390/su11102777
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Social Science and Human Research Bulletin
This work is licensed under a Creative Commons Attribution 4.0 International License.
