Cross-border purchasing behavior for goods from the United States and China: An empirical study of Vietnamese consumers

Abstract

The digital economy has accelerated cross-border online shopping, especially among Vietnamese consumers seeking products from the U.S. and China. This study examines factors influencing Vietnamese consumers’ cross-border purchasing of goods from the U.S (study 1) and China (study 2), grounded in social identity theory, the SOR model, and the Information Success System (ISS). The model includes 10 constructs and 15 hypotheses, tested using PLS-SEM with data from 1,044 and 1,017 respondents. Findings reveal that affection, nationalism, and the quality of service, systems, and information significantly affect trust and product evaluation, while product uniqueness and competitive value also have a positive impact. These insights support marketing strategies and deepen understanding of Vietnamese consumer behavior in cross-border shopping.