Cross-border e-commerce has been considered to be the most significant growth potential of e-commerce market. According to the global cross-border e-commerce report, cross border e-commerce in the Asia Pacific region is the fastest growing e-commerce market in the world. This study is an empirical study of consumer purchasing decisions in cross-border e-commerce environment, the effect path of network trust on cross-border purchase is obtained and the mediating role of perceived risk was confirmed in the study. Based on the conclusions of the study, the following recommendations are made for the B2C type of cross-border e-commerce enterprises: Businesses should improve their technical level to ensure the safety and smoothness of online operations, then win consumer technical trust; Companies should be able to ensure that their own level of ability to bear the risk of cross-border purchases in order to perceive risk for consumers and enhance their trust; Based on different target groups, companies should expand the impact of their own brand to increase consumer's cognitive trust.
