Research On The Influencing Mechanism Of Online Shopping Scenario Clues On Consumers' Cross-border Purchase Intention

In recent years,with the deepening of economic globalization and the rapid development of Internet information technology,cross-border e-commerce has become a new growth point of sino-foreign trade.Cross-border e-commerce sub-commerce has been developing rapidly in recent years,and a number of representative enterprises have emerged,such as Foreign Quay,Red,Netease Koala,Tmall International and AliExpress.Meanwhile,goods sold on cross-border e-commerce platforms are increasingly abundant.For consumers,it is a common dilemma for them to choose the products that meet their needs in such a large number of products.In order to solve these problems,various cross-border e-commerce platforms have created some different online shopping recommendation scenarios to help consumers better buy goods or improve their buying experience.Therefore,it is of great value to study how to improve consumers' purchase intention from online shopping scenario clues.Online shopping scenario clues are a marketing strategy actively explored by cross-border e-commerce platforms in recent years.Many e-commerce platforms realize that online shopping scenario clues can promote consumers' purchase intention and enhance the competitiveness of the platform.From the perspective of theory,some scholars have preliminarily discussed the connotation and classification of online shopping scenario.Schankin(2011)pointed out that the situation can be regarded as a memory trace for the scene search.Wang Lin(2015)believed that online shopping scenario clues refer to some specific stimulus scenarios presented in front of people in the process of online shopping.Li Giansheng(2015)and Cao Gaohui(2016)believe that promotional activities,advertisements,systematic recommendations and friends' attitudes are common online shopping scenario clues.However,few scholars have conducted research on the effect of situational clues on consumers' purchase intention.Generally speaking,the research on the scenario clues of online shopping is still in the preliminary stage.Perceived value plays a very important role in consumers' purchase intention,and online shopping scenario clues are the most effective way to enhance consumers' perceived value.Therefore,the study of online shopping scenario clues and consumers' purchase intention undoubtedly provides a new idea for solving the above problems.Starting from the four dimensions of promotional and recommendation clues,advertorial recommendation clues,systematic recommendation clues and social recommendation clues,this paper systematically defines and measures online shopping scenario cue variables based on the cross-border e-commerce platform based on the relevant theories of clue theory,perceived value,purchase intention and environmental psychology.According to the basic logic of "online shopping scenario clues-perceived value-consumers' purchase intention",a relational model of online shopping scenario clues and consumers' online purchase intention based on cross-border e-commerce platform is constructed.Based on literature research and field research,the questionnaire of this paper was constructed.This paper takes online shopping consumers as the research object,and 372 valid questionnaires are collected.The model was empirically tested by SmartPLS,and the model was modified appropriately according to the empirical results.At last,it expounds the corresponding management enlightenment according to the research results of this paper,and points out the limitations of this study and the direction of future research.The conclusions of this study mainly include the following:(1)The four dimensions of online shopping scenario clues based on cue theory have significant differences on consumers' purchase intention.The systematic recommendation cue has the most prominent influence on consumers' purchase intention,followed by the social recommendation cue and advertorial recommendation cue,and the promotion recommendation cue has the least influence.One possible explanation for the minimal impact of promotional leads is that consumers who buy more expensive imports are not themselves price-sensitive customers.(2)There are significant differences in the impact of four dimensions of online shopping scenario clues on consumers' perceived value.Among them,promotion and recommendation clues,systematic recommendation clues and social recommendation clues all have significant influence on consumers' perceived value.The soft text recommendation clues only have a significant impact on the value of consumer programs.The possible explanation is that consumers read the soft text advertisements on the cross-border e-commerce platforms,and more often,they are to obtain useful information related to commodities so as to make shopping decisions faster.(3)The perceived value variable has a significant impact on consumers' purchase intention.The impact of program value on consumers' purchase intention is the most prominent,while the impact of emotional value is the second.The possible explanation is that Internet users are younger and tend to pursue new things.They are curious but impatient,and it is hard to spend a long time browsing a website.Therefore,the simple and efficient shopping process will be more likely to arouse their purchase intention,similar to the "childlike" character.(4)Perceived value plays an intermediary role between the systematic recommendation cue and the consumer's purchase intention,as does the social recommendation cue and the consumer's purchase intention.The program value has the intermediary function between the promotion recommendation cue and the consumer's purchase intention,the same is true between the soft text recommendation cue and the consumer's purchase intention.However,the emotional value has no intermediary effect between the promotion recommendation cue and the consumer's purchase intention,and it is the same between the soft text recommendation cue and the consumer's purchase intention.