Influence of website attributes on consumer acceptance of cross-border electronic commerce

Cross-border electronic commerce has additional complexities when compared with domestic electronic commerce, both from the vendor and the consumer point-of-view. The situation of buying from foreign websites brings into play different issues that could affect the purchase intention of the consumer. This research (currently in progress) will attempt to establish the differences in purchase intention when the consumer is faced with a foreign website. A survey will be conducted among Japanese respondents, using mock websites with attributes in a 2×2 combination: language (English or Japanese) and import duties information disclosure (no details or detailed information). With this study we hope to contribute to the understanding of consumer behavior with respect to the specific characteristics of cross-border electronic commerce, for the benefit of internationalization efforts in online shopping.