The Role of Modern Consumer Interaction Models in Managing the Development of E-Retailers in the Context of Cross-Border Business

Abstract

In the era of rapid development of cross-border e-commerce, an important prerequisite for the sustainable development of e-retailers is the need to consider the establishment of a trust-based consumer relationship model. The study examines the features and characteristics of online consumer behavior, the evolution of the development of the concept of online consumer trust in cross-border e-commerce and the current online consumer trust models through desk research and observational methods. It is suggested that in order to improve the interaction with online consumers from different countries and build trust in them, companies need to consider the use of digital technology, the diversity of online shopping experience, the provision of quality service, security and the effect of perceived social presence of consumers in the online environment in the online environment.