跨境电商平台消费者购买意愿的影响因素研究

Research on the Influencing Factors of Consumers'Purchase Intention in Cross-Border E-Commerce Platform

跨境电商平台不断进步成长的同时,诸多问题也日渐暴露,后续如何提升消费者购买意愿、扩大发展空间是亟待解决的问题。以TAM模型为基础构建研究模型,并对模型中各变量与消费者购买意愿之间的关系进行了探究。研究发现:消费者信任、感知易用性、感知有用性等对消费者购买意愿有直接而显著的积极影响;感知风险对消费者购买意愿具有负向影响。最后根据实证结果,对跨境电商平台和企业提出相关建议,以期促进跨境电商发展。

While cross-border e-commerce platforms continue to progress and grow,many problems are gradually exposed during this period.How to improve consumers'purchasing intention and expand development space is an urgent problem to be solved.This paper builds a research model based on the TAM model,and explores the relationship between the variables in the model and consumers'purchase intention.The study found that consumer trust,perceived ease of use,perceived usefulness,etc.have a direct and significant positive impact on consumers’purchase intention;perceived risk has a negative impact on consumers’purchase intention.Finally,based on the empirical results,relevant suggestions are made to cross-border e-commerce platforms and enterprises in order to promote the development of cross-border e-commerce.