An empirical study on the determinants of purchase intention in cross-border e-commerce: Evidence from Generation Z in Can Tho City

Abstract

Identify, measure, and analyze the effects of Platform Quality, Logistics Performance, Perceived Value, Perceived Risk, and Country of Origin Effect on the cross-border purchase intention of Generation Z consumers in Can Tho City. Based on the findings, managerial implications will be proposed to help CBEC businesses enhance purchase intention among this consumer segment.