感知信任视角下跨境电商平台购买意愿探究--以京东国际为例

The impact of perceived trust factor on consumer purchasing intention of cross-border import e-commerce platform--Taking JD global as an example

电商平台已成为我国国民主流消费渠道,良好的平台感知信任则是企业竞争力的核心要素。京东国际为中国跨境电商平台的典型代表,论文结合相关理论,通过对全国不同地区295名京东国际目标消费者进行问卷调查,研究得出京东国际消费者感知信任的四个维度:能力、善意、正直、语言信任对其购买意愿呈显著的正向影响,基于此,进一步为中国跨境电商平台提出相关建议,以供参考。

Cross-border import e-commerce platforms have become the mainstream consumption channels in China, and consumer perceived trust is the core factor of the competitiveness of relevant enterprises.The research take JD Global as the typical case, investigated the 295 key consumers of China, using SPSS 24.0 statistical analysis on the collected data and the model validation, explore the influence of perceived trust factor on consumer purchasing intention of cross-border import e-commerce platform.The study reveals that the four dimensions of consumer perceived trust: competence trust, goodwill trust, integrity trust, and language trust are significant positive impact on the purchasing intention.