Understanding Consumer Behavior in Cross-Border E-Commerce: Does the Quality of Previous Experience Matter?

This paper examines how prior experience influences consumer behavior in Cross-Border E-Commerce (CBEC). Data from 473 Brazilian consumers were analyzed using Structural Equation Modeling and multigroup analysis. The findings reveal that website quality and information quality significantly mitigate perceived risk, thereby driving purchase intention. Furthermore, consumers with prior negative experiences are more susceptible to the influence of perceived risk and platform attributes. The originality of this study lies in identifying prior experience quality as a critical, yet overlooked, moderator of consumer behavior in CBEC. Managerially, the results indicate that digital platforms can strategically shape purchasing behavior by improving the customer experience.