Bridging Offline Experience and Digital Commerce: How Tourism-Derived Information Reduces Uncertainty and Shapes Purchase Intention in Cross-Border E-Commerce

Cross-border e-commerce (CBEC) has emerged as a critical mode of international trade; however, product uncertainty and transaction risk remain persistent barriers to purchase decisions. While digital platforms have developed various solutions, the role of offline experiential knowledge in shaping online purchase behavior remains underexplored. This study examines how tourism-derived information influences purchase intention in CBEC. Drawing on transaction cost theory and uncertainty reduction theory, we propose that tourism-derived information enhances product familiarity and perceived diagnosticity, which subsequently reduce product uncertainty and increase cross-border purchase intention, and further examine the moderating role of transaction uncertainty. A four-week survey in March 2026 collected data from 325 Chinese consumers who had visited Korea and encountered Korean cosmetics and beauty products; data were analyzed using PLS-SEM. Results show that tourism-derived information significantly enhances product familiarity and perceived diagnosticity while directly reducing product uncertainty; reduced product uncertainty, in turn, positively influences purchase intention. Transaction uncertainty strengthens the negative effect of product uncertainty on purchase intention. By reconceptualizing tourism experience as an experience-based informational resource in CBEC and providing a multidimensional perspective on consumer uncertainty, this study contributes to consumer behavior research in digital commerce and offers practical insights for CBEC platform operators and cross-border retailers.