International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform

Jian Mou (Xidian University, Xian, China)
Jason Cohen (University of the Witwatersrand, Johannesburg, South Africa)
Yongxiang Dou (Xidian University, Xian, China)
Bo Zhang (Beijing Zouchuqu Technology Development Ltd. Co., Beijing, China)

Internet Research

ISSN: 1066-2243

Publication date: 1 November 2019



The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC).


The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China.


Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers.

Research limitations/implications

The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform.

Practical implications

Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty.


Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.



One co-author, Bo Zhang, was employed at the research site ( at the time of the study, while another co-author, Jian Mou, left the employ of the company just prior to conceptualisation and execution of the research. There are no other conflicts to declare. This study was partially supported by the Fundamental Research Funds for the Central Universities of No. 20103176477. It was also partially supported by Shaanxi Province Humanities and Social Science Talent Plan No. ER42015060001 and No. 10253160002 (1018). Funding provided to the corresponding author by the South African National Research Foundation is also acknowledged. The authors acknowledge and are grateful for the comments received from anonymous reviewers of the earlier versions of the paper.


Mou, J., Cohen, J., Dou, Y. and Zhang, B. (2019), "International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform", Internet Research, Vol. ahead-of-print No. ahead-of-print.

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