跨境电商服务质量对消费者选择意愿的影响

The Influence of Cross-border E-commerce Service Quality on Consumers' Choice Willingness

通过文献分析,将跨境电商服务质量分为决策支持服务、支付和结算服务、物流服务和售后服务,在TAM技术接受模型的基础上,将感知有用性、感知易用性、感知安全性、感知可靠性作为影响消费者选择意愿的因素,主观规范作为调节变量,并以此构建模型。通过调查问卷收集数据,利用AMOS22.0进行验证性因子分析,结果表明:感知有用性、感知易用性、感知安全性和感知可靠性显著的正向影响消费者选择意愿,而主观规范对消费者选择意愿调节作用并不显著。最后为国内跨境电商平台改善服务质量提供了建议。

Based on the TAM technology acceptance model, this paper uses perceived serviceability, perceived ease of use, per- ceived safety and perceived reliability are the factors that influence consumer＇s willingness to choose. Subjective norms are used as regulatory variables to build models. After collecting data through questionnaires and verify-ing its reliabiliU and validity-, AMOS 22.0 was used for confirmatory factor analysis. The conclusion was drawn that there was a significant positive effect on perceived usefulness, perceived ease of use, perceived security, and perceived reliability. Consumers＇ willingness to choose, but subjective nora, s have no significant effect on consumer＇s willingness to choose. At the same time, based on the research resuhs, it provides development decision-making recommendations for the domestic cross-border E-commerce platform.