Exploring the Factors Influencing Purchase Intentions on Cross-Border E-Commerce Platforms

ABSTRACT : With the globalization of the economy, the rapid development of cross-border e-commerce platforms has made the study of consumers' purchase intentions increasingly important. This research aims to explore the main factors influencing consumers' purchase intentions on B2C or B2B cross-border e-commerce platforms, including aspects such as websites, products, payment methods, and logistics. Understanding the impact of these factors on consumers' purchase intentions not only helps e-commerce platforms optimize user experience but also provides a basis for merchants to formulate effective marketing strategies, thereby promoting the sustainable development of cross-border e-commerce. This study employs the Analytic Hierarchy Process (AHP) and uses a questionnaire survey to identify the key factors influencing consumers' purchase intentions and their relative importance, revealing the weight relationships between these factors. The research finds that products and website services are the most important factors influencing consumers' purchase intentions, followed by payment methods and after-sales services. The results indicate that e-commerce platforms should focus on enhancing these various factors to effectively promote consumers' purchase decisions and thereby drive the development of cross-border e-commerce businesses.