ABSTRACT
This chapter discusses consumer behaviours with regard to cross-border e-commerce (CBEC), focusing on various determinants of these behaviours. Considering both the critical synthesis of literature and primary data from my own quantitative study, it indicates not only the theoretical foundations of studies on consumer behaviour and CBEC but also offers a typology of external and internal factors shaping CBEC behaviour. The theoretical foundations are economic and political, marketing stimuli, security, sociocultural, technological, and others, i.e., country-of-origin and sustainability. In turn, the identified internal determinants are demographic, economic, and psychological. This chapter also sheds light on different issues causing challenges related to making purchases from foreign e-vendors that consumers commonly face, that can deliver practical information regarding marketing strategies for managers responsible for CBEC.
