Consumer Trust in Cross-Border E-Commerce Platforms: Determinants, Mechanisms, and Implications

Abstract

Cross-border e-commerce has transformed global retail by enabling consumers to purchase products and services from sellers located in different countries through digital platforms. Despite its rapid growth, consumer trust remains a critical challenge due to geographical distance, institutional differences, perceived risk, and lack of direct control over transactions. This research article examines the determinants of consumer trust in cross-border e-commerce platforms by integrating perspectives from trust theory, perceived risk theory, and institutional theory. Using an extensive review of prior literature and a conceptual model, the study identifies key trust antecedents including platform reputation, payment security, logistics transparency, information quality, cultural familiarity, and regulatory assurance. A quantitative survey-based methodology is proposed to empirically test the relationships among trust, perceived risk, and purchase intention across multiple national contexts. The paper contributes to cross-border e-commerce literature by offering a holistic trust framework and actionable insights for platform operators, policymakers, and international sellers. Managerial implications emphasize trust-building mechanisms such as localized interfaces, transparent dispute resolution systems, and cross-border logistics reliability.