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Consumers in China currently have a higher level of living as a consequence of the country's strong economic growth, which has boosted their interest in and demand for overseas products . In China's expanding e-commerce market, there is also a rising concentration on markets associated with the demand for overseas products. By observing the status quo of bonded cross-border e-commerce websites, this study is in line with the current development objective of strengthening the groundwork for optimizing service quality. This study sheds light on the evolution of Chinese bonded direct shopping websites by investigating the variables influencing the purchase decisions of Chinese customers on the basis of their characteristics as bonded direct shopping website consumers. In light of this, on the basis of the SERVQUAL model and E-SERVQUAL model, this paper analyzes the service quality of FTZ-based cross-border e-commerce websites through five influencing factors, such as Economics, Trustworthiness, Logistics speed, Security and After-sales Service. 241 Chinese customers who have utilised the website for China Bonded Direct Shopping participated in the questionnaire study. Based on the response data, SPSS statistics and AMOS program were performed in the empirical analysis to conduct exploratory factor analysis, confirmatory factor analysis, correlation analysis and multiple regression analysis. The empirical analysis results demonstrate that the characteristics of bonded direct shopping websites, such as Economics, Trustworthiness, Logistics speed, Security and After-sales Service, have a positive (+) impact on consumers’ purchase intention. These characteristics are prioritised as follows: Trustworthiness > After-sales Service > Logistics speed > Economics >Security. When it comes to influencing customers’ decision to make a purchase, the reliability of the cross-border e-commerce platform in the bonded area is the most important factor. This study's findings support the argument that linked direct shopping websites can benefit from strengthening five major characteristics, most notably the reliability of the implications. This research is projected to give strategic illumination for the relevant cross-border e-commerce industry as commercial activities in the bonded direct purchase field intensify in the future. Consumers’ theoretical and practical purchase decisions are projected to be influenced by word of mouth's informational components when the new bonded model is implemented.