基于技术接受模型的美妆产品跨境网购决策影响因素实证分析

An Empirical Analysis of the Influencing Factors of Cross-border Online Shopping Decision of Makeup Products Based on Technology Acceptance Model

美妆产品已迅速成为跨境网购垂直领域的强势品类。然而,消费者信任不足、产品真伪存疑、价格战频发等问题已成为美妆产品在跨境电商平台发展的阻碍因素。以天猫国际为例,以技术接受模型为基础,在保留感知易用和感知有用两大基础变量的基础上加入感知安全、群体对照、感知产品质量等变量,对模型进行拓展,建立新模型对跨境平台美妆消费决策及其影响因素进行探索。并通过实证分析得出结论:感知有用、感知易用、感知安全、感知产品质量显著并正向影响美妆产品跨境网购决策。进而提出促进跨境网购消费者做出购买决策的建议。

Cosmetic products have rapidly become a strong category in the vertical field of cross-border online shopping.However,the lack of consumertrust,dubious product authenticity,frequent price battles and other issues have become an obstacle to the development of cosmetic products in cross-border e-commerce platform.Taking Tmall International as an example,based on the technology acceptance model,this paper joins the perceptual security,group control and perceived product quality variables on the basis of preserving the two basic variables of perceptual ease of use and perceived usefulness,expands the model,and establishes a new model to explore the decision of makeup consumption and its influencing factors of cross-border platform.Through empirical analysis,it is concluded that perceived usefulness,perceived ease of use,perceived security,perceived commodity quality are significant and positively affect the decision of cross-border online purchase of cosmetic products.Then,this paper puts forward some suggestions to promote cross-border online shopping consumers to make purchase decisions.