An Empirical Study On The Influencing Factors Of Cross-border Socialized E-commerce Trust

With the high popularity of information technology and intelligent terminal equipment in various regions of the world,Chinese cross-border e-commerce is growing rapidly at present and has gradually developed into one of the main channels of Chinese foreign trade.The Internet and mobile communication technology are the efficient driving force for the rapid development of cross-border e-commerce.The Internet links the networks of all countries and regions in the world,makes the information transfer more efficient and convenient,and provides powerful service functions for all parties to the transaction,which greatly promotes the rapid growth of cross-border e-commerce.Driven by the rapid growth of domestic overseas online shopping users’ overall demand for cross-border imported goods,the trends of daily consumption habit penetration,personalized characteristic consumption,consumption concept upgrading and demand diversification of overseas online shopping users are more obvious.According to the General Administration of Customs(2022),China’s cross-border e-commerce import and export volume in 2021 is about 1.98 trillion yuan,up 15%year on year.The development of cross-border e-commerce trade in China has shown a rapid growth trend,the transaction scale is growing more and more rapidly,the business operation model is gradually updated,and it has developed into a new engine for the growth of China’s foreign trade.Cross-border socialized e-commerce is an international trade activity based on Internet technology.Customers’ perception of trust in cross-border socialized e-commerce is that when customers have certain uncertainty and credit risk in transactions in the socialized e-commerce environment,successful transactions between customers and platform merchants are based on customers’ trust in cross-border socialized e-commerce.Due to its own characteristics of virtuality,anonymity,high interaction and regional cultural differences,customers may buy fake and shoddy commodities or encounter transaction fraud in the process of market transaction,thus affecting the healthy development of cross-border social e-commerce.Based on the realistic problem that trust crisis seriously restricts the healthy development of cross-border socialized e-commerce,combined with the global and virtual characteristics of cross-border socialized e-commerce,this paper conducts an in-depth study on the dynamic evolution process of cross-border socialized e-commerce trust.Based on the S-O-R theoretical model and SCAM model,this paper proposes the influencing factors of initial trust from the perspective of social e-commerce research.Based on the theory of cultural ethnic groups,this paper explores how cultural differences affect trust in cross-border socialized e-commerce.In this paper,the influence path and mechanism of cultural differences,cross-border socialization characteristics,cross-border platform attributes and perceived national credibility factors on initial trust in cross-border socialized e-commerce are deeply studied,and a consumer sustainable trust model based on GA-BP neural network is established.The main conclusions of the paper are:The dynamic evolution process of cross-border socialized e-commerce trust accords with the EC-Trust theoretical model.Initial trust and continuous trust in cross-border social e-commerce are two different time stages in the development process of Internet consumer trust,which reflects the dynamic evolution process of Internet user trust from the initial generation to the continuous development.In the initial trust stage,perceived system quality,perceived information quality,perceived service quality,national credibility,perceived pleasure,social recommendation and social participation have significant direct and positive effects on initial trust.Perceived national credibility has a significant positive mediating effect on initial trust through perceived system quality,perceived service quality,social recommendation,social participation and perceived pleasure.Masculinity positively moderates the relationship between perceived cross-border platform attributes,social e-commerce characteristics and initial trust.Ethnocentrism negatively moderates the relationship between the characteristics of social e-commerce and initial trust;In the stage of sustained trust,the two indicators of social relationship and consumer purchase frequency have a great impact on the establishment of sustained trust.The formation process of trust in the context of cross-border socialized e-commerce is verified.Based on the context of cross-border social e-commerce and combined with the S-O-R theoretical model,it is verified that the information processing process of customers in the context of social e-commerce starts from a physical stimulus S(perceived pleasure,social participation,social recommendation),and then receives the external stimulus through the customers’ own senses.After processing by their own nervous system,Make the subjective body cognition O(emotion or cognition)and finally respond R(attitude of trust).With the rapid development of the Internet and the continuous integration of the world economy,cross-border e-commerce has become more important and convenient.However,some problems existing in electronic transactions hinder the smooth play of this concept,resulting in distrust between the two sides of the transaction,such as non-delivery,inaccurate quantity of goods,fraudulent transactions and low-quality goods,which is not only related to the quality of goods.It is also closely related to cultural differences.In this paper,based on the theory of cultural ethnic groups and through structural equation model analysis,masculinity positively moderates the relationship between the perception of cross-border platform attributes and the characteristics of social e-commerce and initial trust,while ethnocentrism negatively moderates the relationship between the characteristics of social e-commerce and initial trust.Aiming at the relevant subjects of cross-border socialized e-commerce,namely the government and platform enterprises,this paper puts forward e-commerce credit management countermeasures and suggestions.Based on the practical problems and empirical analysis results that trust crisis seriously restricts the healthy development of cross-border socialized e-commerce,this paper uses the grounded theory method to conduct a detailed analysis of the text materials related to the trust mechanism of cross-border socialized e-commerce.From the three core factors of government policy,cross-border social e-commerce platform and platform merchants,this paper puts forward targeted management countermeasures and suggestions for the construction of cross-border social e-commerce trust mechanism.