With the intensification of globalization and the widespread adoption of the internet, cross-border e-commerce has become a popular way of shopping. In order to investigate the sustainable development of the cross-border online purchase intention, we propose the framework that uses electronic word of mouth, perceived value, website design quality, trust, perceived risk and the uncertainty avoidance index as the exogenous variables, which influenced the continuance intention towards cross-border shopping and was mediated by the satisfaction of the customers. The results showed: (1) Among all the suggested independent variables, electronic word of mouth, website design quality, trust and the uncertainty avoidance index significantly predicted the satisfaction of the customers; (2) Customer satisfaction towards the websites significantly predicted the continuance intention of users. A detailed explanation of the results and implications for the theoretical and managerial implications for practitioners and academic researchers in the sustainable promotion and development of e-commerce is discussed.