Factors Affecting Consumers Purchase Intentions to Buy from CrossBorder E-Commerce Websites in Saudi Arabia

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This study aimed to explore what are the factors affecting consumers in Saudi Arabia to purchase intentions to buy from cross-border e-commerce (CBEC) websites. The main objectives of this study were to investigate the positive and negative factors that affect consumers purchase intentions. Secondly, whether trust mediates the relationship between perceived risks and purchase intentions. Third, this study aimed to investigate the role of gender as a moderator between the positive motivations and purchase intentions. Finally, whether there are any differences between males and females with respect to cross-border online shopping. The extant literature has been primarily focused on only the positive or only the negative factors in studying consumers intentions in CBEC. Also, scholars in cross-border e-commerce have only looked at utilitarian motivations such as price and convenience when studying motivations, neglecting hedonic and social motivations. Furthermore, while trust has shown its influence on intentions, scholars did not study whether trust can act as a mediator between perceived risks and purchase intentions and lastly scholars have not fully studied gender moderation role in CBEC. The context of the study consisted primarily of Saudi consumers (N=278) in which females constituted 45%. The selection of Saudi Arabia has been based on Saudis increasing enthusiasm on cross-border e-commerce. Multiple regression analysis was used. Moreover, PROCESS Macro was used to investigate the mediation of trust and moderation of gender. The findings of this study confirmed that utilitarian (UM), hedonic (HM) and social motivations (SM) affect consumers intentions to buy products from cross-border ecommerce. However, perceived risks did not show any significant influence on purchase intentions Also, neither Trust mediated, nor gender moderated the aforementioned relationships. Lastly, females have shown stronger intentions than males and the difference between males and females is significant. By integrating both the benefits and risks, the theoretical contribution of this study is that consumers do not engage in CBEC for only utilitarian benefits but also to seek hedonic and social benefits and perceived risks are not an inhibitor to their intentions. The study had limitations such as the focus on Saudi Arabia which limited its generalisability and more variables might be added to further explore perceived risks relationship with intentions. CBEC merchants may be advised to not only focus on providing utilitarian benefits such as competitive prices but also on hedonic and social benefits. Finally, by increasing perceived benefits, and establishing trust, consumers may tolerate risks.