Social Science and Human Research Bulletin

This study explores how emotional triggers—specifically the interplay between perceived fun and fear—affect repurchase intentions on cross-border e-commerce platforms through the Unified Theory of Acceptance and Use of Technology (UTAUT) model. Additional variables, including online shopping fun and online shopping risk, are incorporated to provide a comprehensive analysis.

Data were collected through an online questionnaire survey, resulting in 270 valid responses. The study employed SmartPLS 4.0 to analyze the data, utilizing descriptive statistics, reliability analysis, validity tests, and structural equation modeling (SEM) to evaluate the research hypotheses.

Effort expectancy, facilitating conditions, and online shopping fun positively influence repurchase intention and behavior. However, performance expectancy and social influence do not significantly impact repurchase intention. Online shopping risk has a negative effect on repurchase intention, indicating that consumers’ concerns about security and privacy reduce their likelihood of repurchasing.

Cross-border e-commerce platforms should prioritize improving usability and providing support features to enhance customer experiences. Incorporating engaging features and mitigating perceived risks can significantly encourage repeat purchases. These insights are critical for platform developers and marketers aiming to foster customer loyalty.

This study extends the UTAUT framework by incorporating shopping fun and risk as contextual variables, providing novel insights into consumer behavior on cross-border e-commerce platforms. The findings offer practical recommendations for enhancing user experience and addressing specific challenges in the e-commerce domain.

UTAUT, cross-border e-commerce, repurchase intention, online shopping fun, online shopping risk

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