The Influence Factors Of The Domestic Consumer Cross-border Online Shopping Intention

With the popularity of electronic means of payment and the rapid development of modern logistics warehousing size,cross-border e-commerce relies on its rich varieties,the characteristics of the operation is convenient,without being limited by the space and time effect on the value of traditional trade is growing,but also change the consumer shopping habits.However,cross-border electricity development still faces many problems,lead to domestic consumers in cross-border e-commerce platform's willingness to spend is not high.Therefore,the study of the influence factors of consumer cross-border online shopping intention,can help us clear problem,is conducive to the healthy and orderly development of cross-border e-commerce.Based on the review of factors affecting cross-border electricity,on the basis of research,the network shopping intention was proposed based on technology acceptance model and cross-border online shopping intention model of perceived risk theory,and according to the characteristics of the low degree of cross-border electric business platform is popular to introduce perceived epidemic factors,according to the degree of cross-border electric business platform promotion to stimulate a weak introduction of the characteristics of awareness promotion gains factors,according to the cross-border electricity cultural values,introduced the main characteristics,improve the model of cross-border online shopping intention explanation.In empirical study,using the method of questionnaire survey to collect data,using SPSS20.0 to deal with the data analysis,data analysis methods including reliability validity test,description of statistical analysis,correlation analysis,regression analysis,analytic hierarchy process(AHP),through the data analysis test the rationality of the model and the relationship between the variables,the validation research hypothesis.The conclusion of this paper can be summed up in the following:? perceived usefulness,perceived ease of use,perceived epidemic,awareness promotion gains,characteristics of high power distance culture values have positive influence on cross-border online shopping intention;? negative influence perceived risk cross-border online shopping intention;? perceived epidemic and perceived promotion gains have regulatory role on other variables.According to the results,improve the usefulness and ease of use,risk prevention and control,to cater to cultural psychology,strengthen promotion ability,marketing ability,six aspects to put forward the strategy of cross-border e-commerce development in China.