感知风险与消费者跨境网购意愿——有中介的调节模型

Perceived Risk and Consumers' Cross-Border Online Shopping Intentions:A Mediated Moderation Model

近年来,消费者跨境网购行为日益受到理论界和企业界的关注,其内在作用机制有待进一步的实证研究。鉴于此,对中国跨境网购用户进行问卷调查,最终基于603份有效样本数据,运用Amos和Spss对感知风险、消费者信任、异国文化认同以及跨境网购意愿之间的关系进行实证分析。研究结果发现:感知风险对跨境网购意愿有显著的负向作用;消费者信任在感知风险与跨境网购意愿的关系间起到部分中介作用;异国文化认同在感知风险与跨境网购意愿的关系间起到有中介的调节作用。

In recent years,the cross -border online shopping behavior of consumers has been increasingly concerned by the theorists and entrepreneurs,and its internal mechanism needs further empirical research.Given this, a questionnaire survey was conducted on Chinese cross-border online shoppers,and finally,based on 603 valid sample data,an empirical analysis was made on the relationships among perceived risk,consumer trust,exotic cultural identity and cross-border online shopping intention by Amos and Spss.The results show that:perceived risk has a significant negative effect on cross-border online shopping intention;Consumer trust was a partial mediator between perceived risk and cross-border online shopping intention;and exotic cultural identity can moderate the negative relationship between perceived risk and cross-border online shopping intention,and the moderating effect is completely mediated by consumer trust.