Japanese University Students’ Acceptance of Cross-border Electronic Commerce

With increasing smartphone penetration, online purchasing has become a common and representative purchasing channel. The development of the Internet, enabling online transactions, has led to the emergence of cross-border electronic commerce. Despite the fact that online shopping sites are developing very quickly, the factors that influence consumers’ purchase intention (PI) on cross-border online shopping sites are not clear. Furthermore, prior studies have not identified the perceived differences between domestic and cross-border online shopping sites.