Aswo Safari

Abstract

This paper aims to identify the most influential factors affecting consumers’ psychic distance in the context of cross-border e-commerce. This article uses both in-depth interviews and a quantitative survey involving 333 participants. This study identifies and provides insights regarding the main influential factors of psychic distance in consumer markets and how psychic distance differs between consumer markets and business-to-business markets. The findings of this article help managers and online retailers to understand the barriers that hinder consumer cross-border e-commerce and hence what to focus on when it comes to attracting consumers in cross-border e-commerce.