China is currently the world’s largest cross-border e-commerce purchaser and destination country. Therefore, how to promote consumer online shopping is the most important goal for cross-border e-commerce sustainability. Meanwhile, the previous research has not empirically verified the precise effect of online shopping context and perceived value on consumers’ cross-border online purchase intention. To address this gap, this study analyzes the online shopping context that determines consumers’ purchase intention and innovatively identifies four cues that promote this consumption behavior in cross-border e-commerce, such as online promotion cues, content marketing cues, personalized recommendation cues, and social review cues. It proposes a theoretical model based on cue utilization theory and stimulus-organism-response model, which introduces this four cues and brand familiarity in analyzing the effects on consumers’ purchase intention in cross-border online shopping (CBOS). In addition, the paper examines the mediating role of perceived functional value and perceived emotional value. Survey data collected 372 cross-border online consumers from China and the PLS-SEM method was used to empirically test the proposed model. The results show that these four cross-border online shopping context cues have a significantly positive impact on consumers’ purchase intention. Brand familiarity has significantly negative moderating effects between the four cues and the perceived functional value, while brand familiarity also negatively moderates the relationship between online promotion cues, social review cues, and perceived emotional value, respectively.

Purpose: The rapid growth of m-commerce and mobile marketing has flooded the users with homogeneous contents that raise little user interest making the users' browsing pattern on these contents aimless free browsing. However, the interface that presents the mobile marketing contents triggers much user attention, especially the layout. Without significant usability defects, the layout poses influences on the user's aesthetic experience. Identifying the layout attributes that affect user aesthetic preference is critical to the design of mobile marketing interfaces since they influence users' interaction intention, cognitive process, and decision-making.Design/methodology/approach: In this paper, 6 layout attributes that quantify the aesthetic design of the interface layout and 3 eye-movement indicators that connect to human aesthetic preference were identified through literature research. An eye-tracking experiment measuring the 3 eye-movement indicators on 6 pairs of interface layout materials corresponding to the 6 layout attributes was conducted. The experiment was designed to mimic the free browsing context in mobile marketing. The materials were divided into Liked/Disliked preference groups according to the response of the subjects. Analysis of indicators on materials between the L/D groups shows that the attributes of balance, centricity, density, simplicity, and symmetry affect user aesthetic preferences.Findings: Analysis of the attribute value levels shows that balance, centricity, and density are responsible for addressing users' aesthetic preferences for a disliked interface layout. The study suggests an attribute set for quantitatively optimizing the aesthetic design of mobile marketing system interfaces and provides evidence for the visual attention and cognitive process under the free browsing context.Originality/value: The study contributes to the field both theoretically and practically: (1) it provides support for optimizing the interface layout of mobile marketing systems quantitatively from the aesthetic perspective. (2) It promotes the cognitive attention theory by providing evidence for the cognitive process of interacting with mobile marketing interfaces from the perspective of visual attention and cognitive fluency. (3) It expands the objects of visual perception from traditional or symbolic artworks (such as logos) to the abstract visual stimuli of interface layout. (4) It suggests an optimization tool of five quantification layout attributes for mobile marketing businesses and platforms to aesthetically improve their marketing interfaces to improve user experiences.

A mobile personalized recommendation service satisfies the needs of users and stimulates them to continue to adopt mobile commerce applications. Therefore, how to precisely provide mobile personalized recommendation service is very important for the sustainable development of mobile commerce. However, privacy concerns regarding mobile commerce affect users’ consumption intentions, and also reduce the quality of mobile personalized recommendation services. In order to address this issue and the existing recommendation method problem in the mobile personalized recommendation service, this paper introduces six dimensions of privacy concerns and the relevant contextual information to propose a novel mobile personalized recommendation service based on privacy concerns and context analysis. First, this paper puts forward an intensity measurement method to measure the factors that influence privacy concerns, and then realizes a user-based collaborative filtering recommendation integrated with the intensity of privacy concerns. Second, a context similarity algorithm based on a context ontology-tree is proposed, after which this study realizes a user-based collaborative filtering recommendation integrated with context similarity. Finally, the research produces a hybrid collaborative filtering recommendation integrated with privacy concerns and context information. After experimental verification, the results show that this model can effectively solve the problems of data sparseness and cold starts. More importantly, it can reduce the influence of users’ privacy concerns on the adoption of mobile personalized recommendation services, and promote the sustainable development of mobile commerce.

The strong interactivity and size limitation of the mobile interface calls for the utilization of users’ aesthetic preferences to provide better mobile marketing recommendations in order to promote the sustainable development of m-commerce. Existing studies mostly focus on matching user interests by analyzing marketing content properties. The studies for utilizing the layout information and user aesthetic preferences for the layout of the mobile marketing interface from an aesthetic perspective are insufficient. This paper proposes a mobile marketing recommendation method (LAPR) that incorporates layout aesthetic preferences. Based on the traditional content-based and collaborative filtering recommendation methods, this method introduces users’ aesthetic preferences for interface layout into a mobile marketing recommender. From an aesthetic perspective, a new interface layout design quantification method, a user aesthetic preference similarity measurement model, and a recommendation result ranking method are designed. Experiments show that compared to traditional methods, LAPR is significantly higher in recommendation precision in the task for recommending the same content and outperforms traditional methods in recall, precision, and F-metrics in the common recommendation task. We conclude that incorporating aesthetic preference for layout can improve mobile marketing recommendation quality and promote the sustainable development of m-commerce.