Influence of effort expectancy on consumers’ purchase intention within a B2C imported cross-border e-commerce market: The mediating role of consumer trust

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Influence of effort expectancy on consumers’ purchase intention within a B2C imported cross-border e-commerce market: The mediating role of consumer trust

This study is primarily aimed at examining the influence of effort expectancy on consumers’ purchase intention within a Business-to-Consumer (B2C) cross-border e-commerce (CBEC) consumption market in China. With the improvement of the living standards for the Chinese consumers, the B2C imported cros...

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Bibliographic Details
Published in:	International Journal of Innovative Research and Scientific Studies
Main Author:	Cao W.; Putit L.
Format:	Article
Language:	English
Published:	Innovative Research Publishing 2024
Online Access:	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85202921494&doi=10.53894%2fijirss.v7i3.3294&partnerID=40&md5=1e0218934e050e322a078e249f224cc8

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