The Mechanism Of Cross-border E-commerce On Consumers' Purchase Intention:China-laos Country Difference

In recent years,the total bilateral trade volume between China and ASEAN countries has continued to rise.With the development and popularization of mobile Internet technologies,China has begun to rapidly develop cross-border e-commerce with the convenience of having a relatively mature e-commerce market,and its rapid growth.Trade quotas are in stark contrast to traditional import and export trade industries.The e-commerce development and research in Laos is still in its infancy.It lacks knowledge,technology and related systems to support its development,but it has great market potential.Whether it can apply the development experience of China's cross-border e-commerce to Laos will help Laos Accelerate the development of the e-commerce industry and also help more Chinese companies to expand overseas.This research validates the mechanism of consumer perceived value,perceived risk,perceived trust,and purchase intention through empirical research methods,and proposes the mechanism of cross-border e-commerce impact on consumers' purchase intention,which verifies the differences among countries.Regulatory effect.It is proposed that country-specific differences are the key factors affecting the perceived value of consumers,perceived risk,perceived trust,and willingness to buy.Based on the results of empirical research,Laos proposes cross-border e-commerce development and China's cross-border e-commerce enterprises to open up the Laotian market.They suggest that development experience in relatively mature markets can help the development of emerging markets,and enterprises should aim to Consumers of country differences provide differentiated marketing strategies.