Impact of Retailer Identity and Website Design on Purchase Intent in Cross Border E Commerce

This evaluation investigates the critical components affecting customer buying choices directed at online stores partially dedicated to international markets which operate on cross-border e-commerce platforms. Regional websites operated by retailers create establishment problems regarding trust and credibility because consumers maintain unfamiliarity with international retail sellers. The integration of TAM with CTT serves as the conceptual basis for this study because it examines trust ethics and commitment together with perceived usefulness and ease of use to evaluate purchase intentions while analyzing PWOM effects. Research data based on 203 online shoppers underwent SEM analysis to determine study results. Social media and online shopping platforms became the recruitment source for the study participants. The study proves trust trains purchase intentions together with perceived usefulness and usability yet social media currently functions as the primary tool for trust generation before affecting consumer choices. Very many research studies demonstrate that attracting customer engagement through specific social media approaches leads to successful CBEC operations. The research introduces a social technology strategy to study international digital consumer behavior which prevents further scholarship on anticipating online market changes worldwide.