Cross-border e-shopping on e-commerce B2C multi-sided digital platforms: Antecedents and moderating role of country of location.

Objective: The objective of the article is to investigate the impact of a foreign multi-sided digital platform's (MSP) e-shopping quality (quality of information, payment security, consumer service), image, perceived legal protection of cross-border online purchases on beliefs and attitudes towards cross-border e-purchases on foreign MSPs, along with their influence on e-consumer intentions to purchase, and foreign MSP's country of location as a moderator (EU and USA vs. China). Research Design & Methods: We surveyed a representative sample of 810 Poles and analysed the gathered data with PLS-SEM. Findings: Beliefs (with the critical role of trust) and foreign MSPs' ease of use significantly impact e-purchases on foreign MSPs, which is determined by online shopping quality, the image of a foreign MSP, and perceived legal protection of e-purchases. There are differences between consumers purchasing via Western vs. Chinese MSPs regarding the influence of payment security on ease of use and influence on trust in a foreign MSP of the following antecedents: consumer service on a given MSP, its reputation, and perception of prices/costs. Implications & Recommendations: This article offers valuable insights into e-consumer behaviour useful to MSPs' managers. Contribution & Value Added: This article develops literature on cross-border e-commerce, especially e-consumer behaviour on MSPs, by examining new factors relevant to online shopping on foreign MSPs and considering the moderating role of an MSP's country of location. [ABSTRACT FROM AUTHOR]