跨境电商模式下用户持续使用意愿影响因素及作用机理的研究综述--基于平台买家与卖家的二元视角

The Infl uencing Factors and Mechanisms of Users’Continuance Intentions to Use under Cross-border E-commerce--Based on the Dual Perspectives of Platform Buyers and Sellers

在针对跨境电商平台用户行为意向影响因素的研究中,现有文献大多集中研究用户初始使用意愿的影响因素,对用户持续使用意愿的相关研究较为分散,忽略了基于卖方视角对用户使用平台意愿进行机制层面的思考。基于此,本文系统梳理和概述跨境电商平台下用户行为文献,分别从平台买家与卖家的二元视角挖掘影响电商用户持续使用意愿的相关因素及作用机理,最终得到以下结论:(1)买家类用户的初期消费满意度会促使用户决定是否继续使用初期接触的电商平台,即影响其持续使用意愿;(2)卖家类用户对跨境电商线上平台风险和收益的认知取决于其对平台的信任,并进一步影响其继续使用平台的意愿与行为意图;(3)平台服务质量和系统质量通过影响用户信任度和满意度间接影响用户的持续使用意愿。

In terms of research on the influencing factors of users’behavioral intentions of cross-border e-commerce platforms,most of the existing literature focuses on the infl uencing factors of users’initial use intentions,and the related research on users’continuance intentions to use is scattered,ignoring the mechanisms of users’intentions to use the platforms from the sellers’perspective.Given this,this paper systematically sorts out and summarizes the literature on users’behaviors under cross-border e-commerce platforms and explores the relevant factors and mechanisms of e-commerce users’continuance intentions to use from the dual perspectives of platform buyers and sellers.Finally,the following conclusions are obtained:first,the initial consumption satisfaction of buyers will prompt users to decide whether to continue to use the e-commerce platforms they first contact,that is,to aff ect their continuance intentions to use;second,sellers’perception of the risks and benefi ts of cross-border e-commerce online platforms depends on their trust in the platform and further aff ects their willingness and behavioral intentions to continue using the platform;third,platform service quality and system quality indirectly affect users’continuance intentions to use by influencing users’trust and satisfaction.