Risk factors of consumer switching behaviour for cross-border e-commerce mobile platform

The cross-border e-commerce mobile market was an application of the mobile internet era; therefore, the cross-border e-commerce mobile platform also has a 'transfer cost law'. This study explored the risk factors of consumer switching behaviour for cross-border e-commerce mobile applications. We combined perceived risk, transfer cost and user loyalty VSL framework theory to construct a new cross-border e-commerce mobile market user transfer intention framework, and analysed the relationship between user loyalty, transfer costs and transfer intentions in the cross-border e-commerce mobile market, and provided advice to companies in the cross-border e-commerce mobile market. 1614 valid questionnaires were collected from e-survey. The analytical results indicated the higher the perceived value and the lower the perceived risk, the higher the user satisfaction. User satisfaction will directly improve user loyalty, and high transfer costs with high user loyalty will directly weaken the user's transfer intention. However, further research shows that learning costs were not directly related to user loyalty and transfer intention, and the complexity of a cross-border e-commerce platform did not directly lead to user transfer.