Exploring the key factors affecting the usage intention for cross-border e-commerce platforms based on DEMATEL and EDAS method

Abstract

Cross-border e-commerce (CBEC) is developing into a new business and an important part of the international trade channel. While understanding the usage intention that facilitates platform adoption is a critical issue for any CBEC firm, academia has paid scant attention to this topic. This study thus explores the critical determinants affecting consumers’ usage intention of CBEC platforms. First, this study combines the technology acceptance model (TAM) and the DeLone and McLean (D&M) information system success model (ISSM) as a framework to identify the relevant evaluation factors. Second, the proposed model integrates Decision Making Trial and Evaluation Laboratory (DEMATEL) with the Evaluation based on Distance from Average Solution (EDAS) approach. Moreover, we employ DEMATEL to measure the importance of the factors and alternatives to CBEC platforms as ranked by the EDAS method. According to the results of ranking we are able to identify the best preference among the alternatives to CBEC platforms. Finally, our findings offer some suggestions for developing a model on consumers’ usage intention of CBEC platforms for related businesses.