This research analyzed the factors influencing Swedish users' purchase intent in cross-border e-commerce, including culture, institutional factors, marketing promotions, perceived risks, and trust. The study was conducted within a positivist paradigm and a deductive quantitative approach, using survey data from 112 respondents in Sweden. Descriptive statistics, reliability analysis, correlation analysis, and multiple regression were then used to analyze the data.

The results showed that trust and marketing promotions were the most critical factors influencing purchase intent. Culture, institutional factors, and perceived risks did not have a statistically significant direct impact on intent to purchase. In addition, based on the scenarios used in this study, the respondents had a strong preference for Swedish- or EU-based platforms over platforms based outside the EU.

This study provides a significant contribution to the literature by stressing that trust is an important element of cross-border e-commerce. The results suggest that other contextual influences on purchase behavior operate more indirectly than was previously assumed. From a management perspective, this study shows the importance of transparent platforms, high-quality information, and strategies that build consumer trust. Although the study has limitations regarding the sample and data collection, it provides valuable insight into how consumers interact with the digital world and cross-border e-commerce.