Abstract
This study develops an integrated theoretical framework combining the Elaboration Likelihood Model (ELM) and Herd Behavior Theory to examine determinants of consumer purchase intention on cross-border e-commerce platforms in Thai Nguyen province. The results of the data analysis collected from 280 survey respondents show that the influential factors including (1) Perceived Usefulness, (2) Perceived Security, (3) Source credibility, (4) Seller reputation, (5) Empathy, (6) Celebrity endorsements, and (7) Sales volume all have positive impacts on purchase intention. Academically, the findings affirm the integrated roles of herding factor (sales volume), central-route factors (usefulness, security, source credibility), and peripheral-route factors (seller reputation, empathy, celebrity endorsements) in shaping purchase intention on cross-border e-commerce platforms. Practically, the research offers recommendations to encourage customers active shopping on cross-border e-commerce platforms, contributing to the development of e-commerce and digital transformation in Vietnam in general.
Keywords: Cross-border E-commerce, purchase intention, consumer behavior, elaboration likelihood model, herd behavior theory, Thai Nguyen.
JEL classification: L81, M31, D91, R11.
DOI: 10.63767/TCKT.37.2026.2.10
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
