Reducing customer anxiety in cross-border e-commerce: Investigating the role of scor model factors and perceived technological innovativeness

Abstract

Cross-border e-commerce (CBEC) has emerged as a crucial channel for international trade, offering significant opportunities but also presenting unique challenges. This study integrates Supply Chain Operations Reference (SCOR) model factors to examine their impacts on customer anxiety on CBEC platforms. By combining the SCOR model based on Social Exchange Theory, we investigate how supply chain components - Plan, Source, Make, Deliver, Return represented by Perceived Transaction Transparency, Supplier Reliability, Product Quality, E-payment Performance, and Return Procedure influence customer anxiety in cross-border online shopping with the moderating role of Perceived technological innovativeness. An online quantitative survey was conducted and 356 Vietnamese customers who had shopping experiences on CBEC provided valid responses. The results in this study are analyzed using Partial least squares structural equation modeling (PLS-SEM) method on SmartPLS. The findings point out that Perceived Transaction Transparency, Supplier Reliability, Product Quality and E-payment Performance significantly reduce customer anxiety on CBEC. Interestingly, the Return Procedure is found to positively impact customer anxiety, contrary to expectations. In addition, Perceived Technological Innovativeness is confirmed to moderate the relationship between E-payment Performance and customer anxiety. This research contributes to the literature on CBEC and supply chain management, extending the application of the SCOR model on e-commerce in shaping customer experiences while offering theoretical and practical insights for CBEC platforms and sellers to enhance customer experience and mitigate anxiety in cross-border transactions