跨国网络购物者信任的影响因素研究

The Research on Influencing Factors of Transnational Online Consumers' Trust

近年来,跨境电子商务交易规模在我国进出口贸易总额中的占比逐年提升,已经成为推动我国对外贸易发展的重要力量。信任不足是限制跨境电子商务发展的瓶颈。以Ali Express平台上的服装跨境电子商务为例,围绕国外网络购物者的信任问题做了调查,对获得数据进行统计分析,研究了跨国网络购物行为中,消费者信任的影响因素及其作用机理,旨在为跨境电商提供决策参考,从而促进我国线上对外贸易的发展。研究结果表明消费者信任倾向,网站声誉、网站安全性和便捷性,产品的价格和品质与国内的差异,这些因素对线上消费者信任具有显著的影响。

In recent years, the proportion of cross-border e-commerce transactions in the total import and export trade is increasing year by year in our country; cross-border e-commerce has become an important force to promote the development of China＇ s foreign trade. Trust has been an important factor restricting the development of cross- border e-commerce. In this paper, based on AliExpress, a cross-border e-commerce platform of Alibaba,a questionnaire survey about the cross-border online consumers＇ trust is conducted so as to obtain data and then statistical analysis is made. This article studies the influencing factors of transnational online consumers＇ trust and its mech- anism, aiming at providing certain reference for the cross-border e-commerce platform providers and sellers on platform so as to promote the development of China＇ s online foreign trade. The research results show that the fol- lowing factors： consumer＇ s trust propensity, the reputation of website, the security of website, the convenience of website, and differences in price and quality between cross -border online shopping products and domestic prod- ucts all have significant impact on the online consumers＇ trust.