Exploring Regional Consumer Cross-Border E-Commerce Behavior in the Digital Economy: A Study of the Greater Bay Area in China

Abstract

In the context of the digital economy, cross-border e-commerce has become a crucial engine driving China's trade growth. This study explores the behavioral mechanisms of consumers in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) through the lens of the Information Technology Ecosystem (ITE). By integrating technological, organizational, social, and institutional dimensions, the research constructs an analytical framework to examine how digital infrastructure, platform collaboration, social interaction, and policy regulation collectively shape consumer trust, satisfaction, and loyalty. The study enriches the theoretical application of the ITE perspective in digital commerce and provides practical implications for promoting coordinated development, regulatory optimization, and innovation-driven growth within China's cross-border e-commerce ecosystem.