Analyzing Factors Affecting Consumers' Purchase Intention On Amazon Cross Border E-Commerce Platform In Can Tho City

Abstract

This study aims to provide a comprehensive understanding of the factors influencing consumers’ purchase intention on Amazon’s Cross Border ecommerce platforms, with a specific focus on the impact of perceived risk. Subsequently, this study proposes practical implications for sellers and strategists to develop effective strategies to mitigate perceived risk, enhance consumer trust, and enhance purchase intention in the international e-commerce market