Feedback and trust-related factors of consumer behavior in cross-border electronic commerce

Online shopping from foreign websites, or cross-border electronic commerce, has not become very common despite its potential advantages for consumers. This study investigated the factors that influence the intention to use a foreign website, using a model of consumer behavior with trust and risk. Additionally, it examines how feedback from users of different nationalities affects the relationships between those factors. A survey was conducted in Japan, which obtained 915 responses divided into three groups, corresponding to different scenarios of feedback in the website. The results showed that in a cross-border context Trust and Risk have an influence on Intention of Use that seems to be unaffected by the presence of feedback. However, other relationships are affected by the differences in the groups, such as the influence of general trust in electronic commerce on Trust in the website which is only significant when feedback information is shown.