Purpose

This study elicits the critical attributes, consequences and values associated with the purchasing process in the context of cross-border e-commerce (CBEC). The purpose is to provide a better understanding of the fundamental factors that determine consumer values in CBEC.

Design/methodology/approach

The study applies the means-end-chain theory and soft-laddering techniques to interview 60 CBEC consumers to construct an implication matrix and a hierarchical value map (HVM) of the consumer purchasing process, consisting of attribute-consequence-value (A-C-V) paths.

Findings

By analyzing the significant linkages, elements, ladders and chains in the HVM, four dominant A-C-V paths were identified: economic-driven, efficiency-driven, progress-driven and quality-driven paths.

Research limitations/implications

This study included only Chinese CBEC buyers. This limitation might affect the generalizability of the conclusions as culture, purchase habits and economic development differ between China and other countries.

Practical implications

The results of this study provide CBEC practitioners an understanding of the consumer purchasing process and how consumer values are associated with platform characteristics. Thus, the results aid practitioners in allocating resources and developing CBEC platforms in an appropriate manner and direction.

Originality/value

This study sheds lights on the emerging phenomenon of CBEC. By applying the means-end-chain approach, the study provides a comprehensive HVM for interpreting the consumer online purchasing process in this novel context. By illustrating the dominant paths, this research provides deeper theoretical insights into the specific focuses of CBEC consumer purchasing.