Platform data empowerment in cross-border e-commerce and platform trust for sellers: a value co-creation perspective
基于赋能和价值共创理论，研究了跨境电子商务平台如何通过数据赋能促进平台与卖家的价值共创活动，进而增强卖家对平台的信任，并基于400份卖家问卷验证了机制。
Purpose Seller trust plays a pivotal role in adopting and using digital technology in cross-border e-commerce (CBEC), and research has also consistently highlighted the role of trust in the interaction between humans and technology. Based on empowerment and value co-creation (VCC) theories, this study innovatively classifies VCC into four dimensions and explores how PDE influences platform trust (PT) through VCC. Design/methodology/approach To examine our proposed research model, 400 valid questionnaires were collected and analyzed from sellers on CBEC platforms. Findings The empirical results reveal the mechanism by which PDE strengthens PT through VCC. Specifically, PDE significantly facilitates VCC activities between the platform and sellers and enhances the level of seller trust in the platform. The interdependence formed by VCC enhances PT, and it partially mediates the relationship between PDE and PT. Research limitations/implications This study provides theoretical support for promoting the transformation of PDE to PT through effective VCC on CBEC platforms and extends empowerment theory, VCC theory and trust field. The results provide valuable guidance for sellers to leverage PDE as a driver of win-win cooperation and development through effective VCC with the platform. Originality/value Previous research has focused on consumers’ views of e-commerce and developing practical solutions to enhance their confidence in participating in online transactions while lacking sufficient understanding of sellers’ demands on the CBEC platform. We address this gap in the literature by exploring the mechanism of how PDE influences VCC and PT from the seller’s perspective.