Abstract: 【Purpose/significance】Analyze the influencing factors of e-commerce users' episodic information utilisation behaviours to provide reference and reference for e-commerce platforms and enterprises to develop targeted and personalized information recommen‑ dations to better meet users' interests and needs, increase transaction volume and sales, and achieve business growth.【Method/pro‑ cess】This research focuses on e-commerce users as subjects, selecting variables from four dimensions: users, environment, value, and information. Data were obtained through a questionnaire survey, and the PLS-SEM method was used to reveal the influencing factors and mechanisms of e-commerce users' serendipitous information utilization behavior. Multiple-group analysis(MGA) was conducted to analyze differences among user groups from different countries.【Result/conclusion】In the e-commerce context, individual charac‑ teristics, environmental and informational aspects significantly influence users' serendipitous information utilization behavior. Addi‑ tionally, the value dimension played a partial mediating role in the perceived benefit and perceived cost on serendipitous information utilization through cognitive resources and information literacy. Furthermore, national differences exist in terms of influencing factors affecting e-commerce users' serendipitous information utilization behavior according to multiple-group analysis results.【Innovation/ limitation】The mechanism of the influence of factors such as user, environment, value and information on e-commerce users' episodic information utilization behaviors in different cultural contexts is revealed. Future research can expand the scope of the investigation and conduct in-depth analyses of the influencing factors on different outcome dimensions, such as saving, sharing, and decisionmaking, for e-commerce users in different countries.