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Bridging Offline Experience and Digital Commerce: How Tourism-Derived Information Reduces Uncertainty and Shapes
Sangyoon Jang1, Li Cai2, Sukjae Park3
1School of Business, Shandong Xiehe University, Jinan 250109, China.
Behavioral Sciences (Basel, Switzerland)
|July 28, 2026
Summary
Tourism experience enhances cross-border e-commerce (CBEC) by increasing product familiarity and reducing uncertainty. This boosts purchase intentions, especially when transaction risks are high, offering insights for online retailers.
Area of Science:
- Consumer Behavior
- Digital Commerce
- International Trade
Background:
- Cross-border e-commerce (CBEC) faces barriers like product uncertainty and transaction risk.
- Offline experiential knowledge's role in online purchasing is underexplored.
- Tourism experience offers a unique informational resource for CBEC.
Purpose of the Study:
- Examine how tourism-derived information influences purchase intention in CBEC.
- Investigate the mediating roles of product familiarity and perceived diagnosticity.
- Analyze the moderating effect of transaction uncertainty on purchase intention.
Main Methods:
- Survey data collected from 325 Chinese consumers who visited Korea.
- Data analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
- Focus on Korean cosmetics and beauty products encountered during tourism.
Main Results:
- Tourism-derived information significantly enhances product familiarity and perceived diagnosticity.
- This information directly reduces product uncertainty, positively impacting purchase intention.
- Transaction uncertainty amplifies the negative effect of product uncertainty on purchase intention.
Conclusions:
- Tourism experience acts as a valuable informational resource in CBEC.
- Reducing consumer uncertainty is key to increasing cross-border purchase intentions.
- Findings offer practical insights for CBEC platforms and retailers to mitigate risks.
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