跨境电商网站质量与服装消费者购买意愿关系的研究

Influence of Cross-Border E-commerce Web Quality on Clothing Purchase Intention

为了提高服装消费者对跨境电商网站的购买意愿,构建了网站质量、消费者信任、感知风险和购买意愿之间的影响关系模型,并提出假设。基于服装消费者调查问卷数据,采用结构方程实证四者之间的关系。研究发现:消费者信任和感知风险起到中介效应;网站信息和服务质量通过消费者信任显著影响购买意愿;系统、信息和服务质量通过感知风险显著影响购买意愿,其中信息质量和服务质量影响较大。因此,跨境电商企业可以通过提高网站服务和信息质量提高消费者购买意愿。

In order to improve clothing purchase intention in cross-border e-commerce sites, the relationship model between web quality, consumer trust, perceived risks and purchase intention was built and hypothesis were put forward. Based on questionnaires, structural equation was used to demonstrate the relationship among the four sides. Results show that both consumer trust and perceived risks play a mediate effect. Information and service quality have significant effect on purchase intention through consumer trust. System, service and information quality have effect on purchase intention through perceived risks. The effect of information and service quality are higher among the factors. So cross-border e-commerce company could increase consumers purchase intention through improving the quality of web information and service.