The development of cross-border e-commerce has greatly contributed to the growth of global trade and economic prosperity. However, the issue of consumer trust has been one of the important factors constraining the development of cross-border e-commerce. This study aims to explore the factors affecting consumer trust in cross-border e-commerce and conduct a comparative study. The study adopts both qualitative and quantitative research methods, and collects and analyzes data through literature review, questionnaires and interviews. The results of the study show that consumers' trust factors in cross-border e-commerce include the credibility of the website, the reputation of the merchant, the security of payment, the reliability of logistics, and the legal and regulatory environment of the host country. In addition, the study found that there are differences in the importance consumers attach to trust factors in different countries and regions. Theoretically, this study provides new insights and perspectives on the formation and development of consumer trust in cross-border e-commerce. In practice, this study provides cross-border e-commerce companies with strategies and suggestions to improve consumer trust.

Zhang Xiaoyan, Thillai Raja Pertheban. Exploring the Factors Affecting Consumer Trust in Cross-Border E-commerce: A Comparative Study. Academic Journal of Business & Management (2023) Vol. 5, Issue 19: 51-57. https://doi.org/10.25236/AJBM.2023.051909.

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