In response to the soaring demand for imported goods among Chinese consumers, this study innovatively investigates the role of external cues on consumer behavior on cross-border e-commerce platforms,
In response to the soaring demand for imported goods among Chinese consumers, this study innovatively investigates the role of external cues on consumer behavior on cross-border e-commerce platforms,
In the digital age, CBEC or Cross Border E-Commerce has become a transformative force in the global digital economy. CBEC gives consumers access to products at competitive prices across geographical b
This study uses annual panel data from 2012 to 2022 covering Amazon, eBay, Tmall, JD, TikTok, and 11 countries including the US, China, France, and the UK. A panel fixed-effects model is applied to ex
