The fast-moving economic integration and technology development has lead to the
development of Cross-border E-commerce, which is considered as an important
channel to promote international trade. As its nature of more complicated interaction
processes in comparison with domestic e-commerce, consumer attitudes and
perceptions also changed and are affected by additional different factors. Given the
increasingly rapid development and extension of CBEC into emerging markets and the
lack of research attention toward customer’s intention in this field, there is a critical
need for studying this.

The main objective of this study is to identify the determinants (motivations and
inhibitors) and moderators of cross-border purchasing intentions of Vietnamese
consumers. The impacts and the interaction among these factors also are focused,
regarding the direction and degree of influences. Research data were collected from
231 different respondents in Vietnam. Being conducted by the quantitative analysis
method, the results show that the 3 key determinants are perceived benefit, perceived
risk and perceived trust of the consumer, in which perceived benefit reflects the most
significant positive influence. Besides, the findings point out the foreign traveling as a
critical moderator and the CBEC as a quasi-moderator of the relationship between the
determinants and consumer purchasing intention. In addition, this purchasing intention
also varies based on gender, income and English language level of the respondents. And
last but not least, these results have suggested valuable implications for enterprises in
the field for future development.

The fast-moving economic integration and technology development has lead to the
development of Cross-border E-commerce, which is considered as an important
channel to promote international trade. As its nature of more complicated interaction
processes in comparison with domestic e-commerce, consumer attitudes and
perceptions also changed and are affected by additional different factors. Given the
increasingly rapid development and extension of CBEC into emerging markets and the
lack of research attention toward customer’s intention in this field, there is a critical
need for studying this.

The main objective of this study is to identify the determinants (motivations and
inhibitors) and moderators of cross-border purchasing intentions of Vietnamese
consumers. The impacts and the interaction among these factors also are focused,
regarding the direction and degree of influences. Research data were collected from
231 different respondents in Vietnam. Being conducted by the quantitative analysis
method, the results show that the 3 key determinants are perceived benefit, perceived
risk and perceived trust of the consumer, in which perceived benefit reflects the most
significant positive influence. Besides, the findings point out the foreign traveling as a
critical moderator and the CBEC as a quasi-moderator of the relationship between the
determinants and consumer purchasing intention. In addition, this purchasing intention
also varies based on gender, income and English language level of the respondents. And
last but not least, these results have suggested valuable implications for enterprises in
the field for future development.

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