The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using E-commerce...

This study explores consumer psychology and behavior in cross-border e-commerce mobile applications, with a specific focus on the interrelationships among trust, perceived risk, satisfaction, and behavioral intention. The findings emphasize the pivotal role of satisfaction as a mediating variable, which effectively mitigates uncertainty and enhances behavioral intention within the cross-border shopping context. Furthermore, the research identifies a "trust-risk paradox," wherein increased trust does not invariably lead to a reduction in perceived risk, thereby challenging conventional theoretical assumptions. While perceived risk exhibits a limited direct influence on behavioral intention, its substantial indirect effect through satisfaction underscores the intricate nature of consumer decision-making processes. Utilizing empirical data from Taiwanese consumers, this study provides critical insights into the structural relationships among these constructs, offering both practical implications for CBEC platform strategies and contributions to theoretical development. By investigating the dynamic interactions in cross-border consumer behavior, this research advances the understanding of high-uncertainty markets and establishes a solid foundation for future scholarly inquiry.