Factors influencing consumer continuous intention on cross border e-commerce platform
The aim of this paper is to analyze factors affecting consumer continuous intention and relationships between them. In this research was presented a new conceptual framework of the relationship among constructs according to three theories TAM, ECD, IDT. In this study 11 constructs were developed. 24 hypotheses were made and tested on questionnaire data more than 500 respondents from age 18-50 years old. In this study was made 3 analyses: factor analysis, correlation analysis, regression analysis. The author used SPSS version 23 (Statistical Package for the Social Sciences) to do factor analysis and correlation analysis. Also, PLS (partial least squares) to make a regression analysis. The main influencing factors on consumer continuous intention were identified as perceived compatibility, perceived cost, relative advantage, perceived usefulness, network externality, and perceived trustfulness.