Research On Factors Influencing Consumers' Purchase Intention On Cross-border E-commerce Platform

In recent years,cross-border e-commerce has developed rapidly in China and has become a new way to promote the development of China's foreign trade.In order to encourage and support the development of cross-border e-commerce,the government has continuously formulated and adjusted cross-border e-commerce policies to create a comfortable policy environment for the free development of cross-border e-commerce and ensure the standardization and orderly development of cross-border e-commerce,let more consumers connect with the international market.With the rising living standards of C hinese residents,the consumption demand of residents has undergone transformation and upgrading,and more and more consumers choose to purchase foreign goods.In various favorable environments,the cross-border e-commerce platform has become a new way to purchase foreign products outside of Purchasing and Haitao.Studying the factors of cross-border e-commerce platform affecting consumers' willingness to purchase will help cross-border e-commerce companies to improve their platforms,promote the development of cross-border e-commerce enterprises,promote the development of cross-border e-commerce in China,and thus promote the development of China's foreign trade.Based on consumer behavior theory and consumer perceived value theory,this paper analyzes the factors affecting consumers' purchasing intention from the perspective of cross-border e-commerce platform,and identifies three external variables: commodity factors,shopping experience factors and e-commerce platform factors.According to the TAM model,four cognitive variables representing the perceptual usefulness,perceived ease of use,perceived security and perceived trust of the perceived benefits of consumers,and the willingness to purchase an attitude variable are identified to establish the research model and hypothesis of this paper.According to the model design questionnaire,Questionnaires Star were used to generate questionnaires,and these questionnaires were distributed and disseminated through WeChat friends circle.The collected data were tested for reliability and validity,correlation analysis and regression analysis by SPSS 21 statistical software,and the research hypothesis was empirically verified.The results of the study show that the number of commodity types has a significant positive impact on perceived ease of use.The ordering link of cross-border e-commerce platform has a significant positive impact on perceived ease of use.The payment link has a significant positive impact on perceived security.The after-sales service has a significant positive impact on perceived usefulness,perceived ease of use,and perceived security.Platform types have a significant positive impact on perceived usefulness.Platform marketing activities have a significant positive impact on perceived usefulness and perceived security.The platform interface has a significant positive impact on perceived usefulness.Perceived usefulness,perceived ease of use,and perceived security have a significant positive impact on purchase intention.Perceived trust plays a partial intermediary role between perceived usefulness and purchase intention.Perceived trust plays a full intermediary role between perceived security and purchase intention.For different types of platforms,the main factors affecting the willingness to purchase are different.The main influencing factor of the investment platform is the platform factor.The main influencing factor of the self-operated platform is the shopping experience factor.According to the verification results,suggestions for improvement of China's cross-border e-commerce platform are proposed from three aspects: improving commodity factors,optimizing shopping experience and strengthening e-commerce platform construction.So that cross-border e-commerce companies can learn from them,thus promoting the development of cross-border e-commerce in China.