Abstract—While online shopping websites are facing the difficulties of price and low-quality competition, cross-border online shopping is on a vigorous development trend, showing that cross-border shopping is an important trend of online shopping field. To provide a deeper understanding of how cross-border e-commerce accounts can effectively engage consumer, this study examines the social aspects of the cross-border e-commerce context by focusing on social presence. The aim of this study is to provide the development marketing strategy and product positioning in the future. This study investigates the relationships among satisfaction, trust, social presence, affective commitment and calculative commitment. Though an experiment with 908 Ali express users, the study finds that all hypotheses are supported. Social presence is formed through emotion value, social value, and monetary value; that greater social presence increases users’ satisfaction and their trust in the company. The findings indicate the differential influence of various antecedents on affective and calculative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and trust. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to cross-border e-commerce accounts.

Index Terms—Cross-border e-commerce, perceived value, social presence, affective commitment, calculative commitment.

The authors are with Hubei University of Economics, China (email: 2434519927@qq.com).

Cite: Yu-Ping Wu, Hong Jin, Chih-Hsuan Huang, "The Role of Social Presence in Cross-Border e-Commerce Accounts on Commitment," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 8, no. 1, pp. 34-43, 2018.