Understanding information system success model and valence framework in sellers’ acceptance of cross-border e-commerce: a sequential multi-method approach

As cross-border e-commerce becomes more popular among global consumers and more important to global trade, there is a growing need for e-commerce research that explores the factors contributing to the success of global electronic markets. Yet, most extant literature on cross-border e-commerce is carried out from a buyer’s perspective. In this study, we contribute by arguing that the success of cross-border e-commerce is also determined by the behavior of sellers and their decision on which platforms to participate. To accomplish our research, we apply a sequential multimethod approach and draw on the information system success model and valence framework to conceptualize our work. We carried out interviews in a qualitative study of Chinese cross-border e-commerce sellers to uncover the key factors about which these sellers may be concerned, and the reasons why they engage in cross-border e-commerce. Our work then develops new operational definitions for concepts of system quality, service quality, perceived benefit and perceived cost relevant to the context of cross-border e-commerce. Next, we develop and test a research model to identify the most salient factors using data collected from a sample of 198 sellers in a Chinese cross-border e-commerce platform. Our quantitative results explain over 67% of seller intentions to participate in cross-border platforms, with trust and perceived benefits most important to that decision process. While other factors such as service quality were also found important, perceived costs had no direct effect. The theoretical contributions of the work and the practical implications for cross-border platforms are presented.