Building bridges of trust: the role of payment, certification, logistics, and herd mentality in cross-border e-commerce

Purpose Although cross-border e-commerce (CBEC) is spreading rapidly worldwide, building initial consumer trust remains challenging. Researchers tend to focus on whether trusted third parties provide institutional safeguards, but they pay less attention to whether these mechanisms actually build trust. In addition, the credibility of electronic word-of-mouth through online reviews and recommendations in shaping initial trust in CBEC platforms requires further exploration. Design/methodology/approach We developed an initial integration framework for consumer trust in CBEC platforms based on the elaboration likelihood model and herd mentality theory. We empirically evaluated the framework by applying partial least squares structural equation modelling to data from 371 survey responses. Findings Via the central route, the trustworthiness of third-party payment, certification, and logistics services significantly enhances initial consumer trust by strengthening institutional trust. Via the peripheral route, the credibility of online reviews and recommendations indirectly promotes initial trust by triggering a herd mentality. The effect of the central route is stronger than that of the peripheral route. Originality/value The findings of this study, from the dual perspectives of transactional safeguards and social cues, provide both theoretical support and practical guidance for enhancing initial consumer trust in CBEC platforms.