中国跨境电商消费者研究:特征及其行为评价

Research on the Consumer of Cross-border E-commerce in China:Characteristics,Behavior and Evaluation

随着近两年中国跨境网购市场快速发展,跨境网购消费群体的研究逐渐成为当下热点。通过解读CNNIC与跨境电商企业发布的数据,发现中国跨境网购消费群体表现出不同于国内网购群体的消费特征:高年龄、高学历、高收入、男性比例高、消费者多居于东部沿海地区、三四线地区消费潜力在增大;消费过程中的行为特征亦凸显:跨境网购率偏低,消费者的购物时间与上网时间趋同;跨境网购的选择与引导与熟人推荐有关,消费需求特色显著,呈现出低频率、高单价等。因此,在开发中国跨境电商市场时应该重视对消费者群体的研究,聚焦消费需求,采取一系列切实可行的应对措施。

With the rapid development of China’s cross-border shopping market in the past two years,the research on the Cross-border network has gradually become a hot spot.By interpreting the data released by CNNIC and Cross-border electric companies,it is found that China’s cross-border consumer groups show different consumption characteristics from the domestic network consumer groups,liking high age,high education,high income,high proportion of men,consumers are mostly living in the eastern coastal area,and the consumption potential in the three or four-line area is also increasing.The behavioral characteristics in the process of consumption are also highlighted:the rate of cross-border e-commerce is still low in China;their shopping time is similar to the internet using time.They usually tend to guide and acquaintances recommended when they choice the cross-border e-commerce platform.Their demand characteristic is remarkable,and present the low frequency and high unit price.At present,the relative cross-border payments,the cross-border logistics has become an important problem plagued the development of cross-border e-commerce.Commodity and price is the main factor to attract consumer to purchase,but the market is still to be developed.Therefore,the author suggests that we should pay attention to the study of consumer groups,focus on consumer demand,take a series of feasible measures in the development of China’s cross-border electricity market.