A cross-national comparison of consumers' cross-border online shopping intentions in Germany and Romania

As cross-border online purchase numbers surge, the factors that motivate or hinder consumers' desire for such shopping remain unclear. In order to better understand the "cross-border online shopper", this empirical study draws a comparison between customers from an advanced country (Germany) and customers from an emerging market (Romania). This research presents important insights for online retailers regarding the trade-off consumers encounter in cross-border e-commerce and the impact of perceived benefits and risks on their purchasing intentions. Our study examines two distinct country markets with diverse cultural and economic backgrounds to demonstrate how sociological and cultural attitudes influence online cross-border commerce similarly or differently.