Influence Factors on Consumers' Instant Cross-buying under Supermarkets' Cross-border Integration: From the Perspective of the Elaboration Likelihood Model

Supermarkets' cross-border integration, as an innovative format for the transformation and upgrading of traditional supermarkets, has been increasingly favored by enterprises recently. However, whether the cross-border integration of supermarkets encourages consumers to cross-buy is still a largely unexplored field. This study introduces the central and peripheral paths of the elaboration likelihood model and two mediating variables of consumers' attitudes and herd mentality to explore the potential mechanism of consumers' instant cross-buying intentions against the background of supermarkets' cross-border integration. It takes consumers who purchase in cross-border integrated supermarkets as the research object. The empirical findings show that on the central path, perceived product quality and perceived fit have positive impacts on consumers' attitudes, which then enhances their instant cross-buying intentions. Further, on the peripheral path, store image, and social interaction have positive impacts on consumers' herd mentality, which then raises their instant cross-buying intentions.