The purpose of this research is to explore the fitting models for cross-border e-commerce by developing localized business strategies tailored to cultural factors. The study adopts Hofstede's five cultural dimensions along with Sheth et al.'s five consumption value dimensions. A canonical...

Despite the cross-border availability of almost all goods and services online due to global Internet access, the domestic origin of sellers remains significant. This study examines the preferences for domestic versus cross-border goods and services in online purchases in the EU online market...

This study aims to identify and evaluate the main factors that influence the performance of MSMEs in the food sector, focusing on two main variables: the scope of e-commerce use and the capacity for innovation. This research also uses Structural Equation Modeling (SEM) analysis techniques using...

This study investigates the mediating roles of technology usage, service quality, transportation time, and product condition in the relationship between cost and customer satisfaction in the online retail logistics sector. Data were collected from 316 online sellers in Thailand, and the PROCESS...