EXPLORING THE IMPACT OF HIDDEN PURCHASING MOTIVES ON CONSUMER ENGAGEMENT AND IMPULSIVE SHOPPING BEHAVIOURS IN CROSS-BORDER E-COMMERCE

Abstract

This study explores the impact of hidden purchasing motives on consumer engagement and impulsive shopping behaviours in the context of cross-border e-commerce. It identifies key factors such as aesthetic appeal, trend discovery, and emotional gratification that drive unplanned purchases, emphasizing the role of self-empowerment in these decisions. The research also examines the influence of social cues, including age, gender, and browsing frequency, on shopping behaviours among Chinese consumers. Females and younger individuals are found to browse more frequently, with females showing a higher tendency towards impulsive buying due to hidden purchasing motives, while males are attracted to the convenience and personalization features of the platforms. The study provides actionable insights for entrepreneurs to enhance their e-commerce strategies by leveraging personalized and engaging experiences. It also highlights the need for policy makers to support the growth of cross-border e-commerce through regulations that ensure fair competition and consumer protection. Despite its contributions, the research acknowledges limitations related to sample composition and methodological constraints, suggesting areas for future studies to incorporate diverse samples and qualitative approaches for a more comprehensive understanding of e-commerce dynamics.