跨境電子商務涉及跨國交易制度、平台治理、物流履約、支付安全與資訊不對稱，形成高度不確定之數位交易場域。既有研究雖已累積平台使用、行動應用、信任、滿意度與行為意圖等實證成果，但多以單一情境、個別模型或特定路徑為分析單位，對共同核心構念在不同情境中之結構配置、角色位置及其理論意涵，仍缺乏整合性探討。
本論文以兩項已發表之跨境電子商務消費者行為研究為經驗基礎，對照第一階段平台研究情境組合與第二階段行動應用研究情境組合，檢視信任、滿意度與行為意圖三項共同核心構念在行為意圖形成機制中之角色配置差異。第一階段包含1,198份有效樣本，第二階段包含455份有效樣本，兩階段皆為獨立樣本。研究旨在將兩項情境內結構方程模型結果轉化為跨研究構念角色分析，並提出信任與滿意度之角色配置差異命題。
方法上，本論文承接兩項既有結構方程模型之實證結果，透過前置可比性確認，界定共同核心構念，並以顯著主效果路徑為分析基礎。角色位置主要依近端性與結構承接功能判定，結構參與比例 Cv(x) 則作為描述性輔助資訊。
研究結果顯示，行為意圖在兩個研究情境組合中皆位居結果構念位置。信任在兩階段均未形成直接連結行為意圖之近端角色；第一階段之信任未形成顯著主效果角色位置，第二階段之信任則先連結滿意度，再由滿意度連結行為意圖，判定為遠端構念。滿意度在兩階段均位於接近行為意圖之近端位置：第一階段為近端直接構念，第二階段則為承接信任並連結行為意圖之近端承接構念。
兩個研究情境組合之對照顯示，滿意度均具有近端性，但其結構功能有所不同；第二階段的結構結果另提供將信任解讀為該情境下前置可靠性條件之依據。相關結論建立於兩個研究情境組合之描述性結構對照，其推論範圍限於本研究所對照之研究情境組合與既定判定規則。本論文據此將兩項情境內結構方程模型結果轉化為跨研究構念角色判定程序，並提出信任與滿意度之角色配置差異命題，說明二者相對於行為意圖所呈現之角色位置與結構功能差異。其中，兩階段具體角色分類之差異僅限於各原始模型所設定並檢驗之結構關係範圍內解讀，不據以推論研究情境本身造成角色差異。

Cross-border e-commerce operates in a digital transaction environment shaped by cross-jurisdictional institutions, platform governance, logistics fulfillment, payment security, and information asymmetry. Although prior studies have examined platform use, mobile applications, trust, satisfaction, and behavioral intention, cross-context analysis of common constructs remains limited. This dissertation integrates two published studies of cross-border e-commerce consumer behavior: a 2019 platform research-context configuration with 1,198 valid responses and a 2022 mobile-application research-context configuration with 455 valid responses. The two stages used independent samples. Trust, satisfaction, and behavioral intention were identified as common core constructs. Significant main-effect paths formed the analytical basis, while construct roles were determined by proximity to behavioral intention and structural bridging function; Cv(x) served only as a descriptive auxiliary indicator. Behavioral intention was the outcome construct in both stages. In the first stage, trust did not form a significant main-effect role position, whereas satisfaction was a proximal direct construct. In the second stage, trust was linked to behavioral intention through satisfaction and was classified as a distal construct, while satisfaction functioned as a proximal bridging construct. The findings show that satisfaction remained proximal in both research-context configurations, although its structural function differed, whereas trust did not form a direct proximal role in either stage. These results support a bounded proposition concerning differences in the role configurations of trust and satisfaction, with inference limited to the two research-context configurations and the specified role-determination rules.

Arai, L., Britten, N., Popay, J., Roberts, H., Petticrew, M., Rodgers, M., & Sowden, A. (2007). Testing methodological developments in the conduct of narrative synthesis: A demonstration review of research on the implementation of smoke alarm interventions. Evidence & Policy, 3(3), 361–383.
Bhattacharya, S., Sharma, R. P., & Gupta, A. (2024). Country-of-origin and online retailing ethics: The mediating role of trust and satisfaction on purchase intention. International Journal of Emerging Markets, 19(10), 2778–2801.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370.
Bollen, K. A., & Pearl, J. (2013). Eight myths about causality and structural equation models. In S. L. Morgan (Ed.), Handbook of causal analysis for social research (pp. 301–328). Springer.
Byrne, B. M., & van de Vijver, F. J. R. (2010). Testing for measurement and structural equivalence in large-scale cross-cultural studies: Addressing the issue of nonequivalence. International Journal of Testing, 10(2), 107–132.
Chen, J., Lan, Y.-C., & Chang, Y.-W. (2023). Consumer behaviour in cross-border e-commerce: Systematic literature review and future research agenda. International Journal of Consumer Studies, 47(6), 2609–2669.
Cheng, H. G., & Phillips, M. R. (2014). Secondary analysis of existing data: Opportunities and implementation. Shanghai Archives of Psychiatry, 26(6), 371–375.
Chopdar, P. K., Korfiatis, N., Sivakumar, V. J., & Lytras, M. D. (2018). Mobile shopping apps adoption and perceived risks: A cross-country perspective utilizing the Unified Theory of Acceptance and Use of Technology. Computers in Human Behavior, 86, 109–128.
Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491–504.
Cronbach, L. J., & Meehl, P. E. (1955). Construct validity in psychological tests. Psychological Bulletin, 52(4), 281–302.
Cui, Y., Mou, J., Cohen, J., Liu, Y., & Kurcz, K. (2020). Understanding consumer intentions toward cross-border m-commerce usage: A psychological distance and commitment-trust perspective. Electronic Commerce Research and Applications, 39, Article 100920.
Davidov, E., Meuleman, B., Cieciuch, J., Schmidt, P., & Billiet, J. (2014). Measurement equivalence in cross-national research. Annual Review of Sociology, 40(1), 55–75.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
Dixon-Woods, M., Cavers, D., Agarwal, S., Annandale, E., Arthur, A., Harvey, J., Hsu, R., Katbamna, S., Olsen, R., Smith, L., Riley, R., & Sutton, A. J. (2006). Conducting a critical interpretive synthesis of the literature on access to healthcare by vulnerable groups. BMC Medical Research Methodology, 6, Article 35.
Do, Q. H., Kim, T. Y., & Wang, X. (2023). Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences. Journal of Retailing and Consumer Services, 70, Article 103165.
Eger, L., Komárková, L., Egerová, D., & Mičík, M. (2021). The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective. Journal of Retailing and Consumer Services, 61, Article 102542.
Faqih, K. M. S. (2022). Internet shopping in the COVID-19 era: Investigating the role of perceived risk, anxiety, gender, culture, and trust in the consumers’ purchasing behavior from a developing country context. Technology in Society, 70, Article 101992.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Giuffrida, M., Mangiaracina, R., Perego, A., & Tumino, A. (2020). Cross-border B2C e-commerce to China: An evaluation of different logistics solutions under uncertainty. International Journal of Physical Distribution & Logistics Management, 50(3), 355–378.
Habib, S., & Hamadneh, N. N. (2021). Impact of perceived risk on consumers technology acceptance in online grocery adoption amid COVID-19 pandemic. Sustainability, 13(18), Article 10221.
He, M., Pham Thi, T. D., Tran, H. M., & Duong, N. T. (2025). Consumers’ intentions to use online shopping apps: A comparative analysis. Acta Psychologica, 259, Article 105414.
Heaton, J. (2008). Secondary analysis of qualitative data: An overview. Historical Social Research / Historische Sozialforschung, 33(3), 33–45.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.
Huang, S.-L., & Chang, Y.-C. (2019). Cross-border e-commerce: Consumers’ intention to shop on foreign websites. Internet Research, 29(6), 1256–1279.
Huang, W.-L., Hu, P., Tsai, S., & Chen, X.-D. (2021). The business analysis on the home-bias of e-commerce consumer behavior. Electronic Commerce Research, 21(3), 855–879.
Kelly, M. M., Martin-Peters, T., & Farber, J. S. (2024). Secondary data analysis: Using existing data to answer new questions. Journal of Pediatric Health Care, 38(4), 615–618.
Kim, T. Y., Dekker, R., & Heij, C. (2017). Cross-border electronic commerce: Distance effects and express delivery in European Union markets. International Journal of Electronic Commerce, 21(2), 184–218.
Kline, R. B. (2023). Principles and practice of structural equation modeling (5th ed.). Guilford Press.
Liu, K. J., Chen, S. L., Huang, H. C., & Gan, M. L. (2025a). From theory to practice: Key factors influencing user shopping behavior on cross-border e-commerce platforms. Current Psychology, 44(19), 15994–16009.
Liu, K. J., Chen, S. L., Huang, H. C., & Gan, M. L. (2025b). The trust paradox: An exploration of consumer psychology and behavior in cross-border shopping using e-commerce mobile applications. Acta Psychologica, 254, Article 104778.
Lucas, G. A., Lunardi, G. L., & Dolci, D. B. (2023). From e-commerce to m-commerce: An analysis of the user’s experience with different access platforms. Electronic Commerce Research and Applications, 58, Article 101240.
Ma, D., Dong, J., & Lee, C.-C. (2025). Influence of perceived risk on consumers’ intention and behavior in cross-border e-commerce transactions: A case study of the Tmall Global platform. International Journal of Information Management, 81, Article 102854.
MacKinnon, D. P., Fairchild, A. J., & Fritz, M. S. (2007). Mediation analysis. Annual Review of Psychology, 58, 593–614.
Meuleman, B., Żółtak, T., Pokropek, A., Davidov, E., Muthén, B., Oberski, D. L., Billiet, J., & Schmidt, P. (2023). Why measurement invariance is important in comparative research. A response to Welzel et al. (2021). Sociological Methods & Research, 52(3), 1401–1419.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469.
Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418–430.
Pantano, E., Pizzi, G., Scarpi, D., & Dennis, C. (2020). Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak. Journal of Business Research, 116, 209–213.
Patil, P., Tamilmani, K., Rana, N. P., & Raghavan, V. (2020). Understanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal. International Journal of Information Management, 54, Article 102144.
Tang, A. K. Y. (2019). A systematic literature review and analysis on mobile apps in m-commerce: Implications for future research. Electronic Commerce Research and Applications, 37, Article 100885.
Valarezo, Á., Pérez-Amaral, T., Garín-Muñoz, T., Herguera García, I., & López, R. (2018). Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 42(6), 464–473.
Vandenberg, R. J., & Lance, C. E. (2000). A review and synthesis of the measurement invariance literature: Suggestions, practices, and recommendations for organizational research. Organizational Research Methods, 3(1), 4–70.
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Westbrook, R. A., & Oliver, R. L. (1981). Developing better measures of consumer satisfaction: Some preliminary results. In K. B. Monroe (Ed.), Advances in consumer research (Vol. 8, pp. 94–99). Association for Consumer Research.
Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84–91.
Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553.
Wistedt, U. (2024). Consumer purchase intention toward POI-retailers in cross-border e-commerce: An integration of technology acceptance model and commitment-trust theory. Journal of Retailing and Consumer Services, 81, Article 104015.
Wistedt, U., & Safari, A. (2026). Exploring purchase intention in cross-border e-commerce: A relational view. International Marketing Review, 43(7), 50–83.
Xiong, Y., Cui, X., & Yu, L. (2024). Impact of COVID-19 pandemic on online consumption share: Evidence from China’s mobile payment data. Journal of Retailing and Consumer Services, 81, Article 103976.
Xu, X.-Y., Gao, Y.-X., & Jia, Q.-D. (2023). The role of social commerce for enhancing consumers’ involvement in the cross-border product: Evidence from SEM and ANN based on MOA framework. Journal of Retailing and Consumer Services, 71, Article 103187.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Zheng, M., Chu, C., & Cao, C. (2026). Building bridges of trust: The role of payment, certification, logistics, and herd mentality in cross-border e-commerce. Asia Pacific Journal of Marketing and Logistics, 38(4), 1093–1111.
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border e-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320–330.