The Effect Of Electronic Word-of-mouth In Social Media On Cross Border E-commerce Consumers' Online Purchase Intentions

In recent years,with the quickening pace of economic globalization and the rapid development of information technology,cross-border e-commerce has gradually become China's new direction for the promotion of foreign trade.The introduction of relevant policies for cross-border e-commerce has also created a positive momentum for the rapid development of this industry.On the one hand,the level of consumption is accompanied by a growing demand for quality of life.People's preferences for quality or price of foreign goods have made cross-border purchases in China more common,and this demand has also led to a variety of domestic Haitao.The birth and development of Purchasing and Purchasing led to the birth of a cross-border e-commerce platform represented by Tmall International,Jingdong Global Purchase,and Xiao Hongshu,which has made people's cross-border purchase process simpler and more standardized.At the same time,as the information interaction technology becomes increasingly sophisticated,various social media application platforms have mushroomed into people's minds.With its features that users can produce their own content and disseminate it,they provide a variety of services for both businesses and consumers.With the mode of information transmission and acceptance,social media has gradually become one of the tools that merchants use to influence the purchasing decisions of consumer networks through marketing strategies.In social applications,users can discuss or share information such as consumer experience,feelings,and evaluation,and actively promote the generation of content.However,most of the existing researches are conducted from the perspective of what aspects of consumer behavior will be influenced by social media,while fewer explorations produce specific reasons for this effect.On the other hand,cross-border e-commerce emerged as a new thing,and most of the existing research analyzed the company's strategy and behavior from the perspective of the quality or policy of the website.From the perspective of consumer perception,which type of e-commerce platform is chosen,and why this type of platform is chosen for empirical research is still less frequently discussed by scholars.Through the research of this article,we will expand the theory of word-of-mouth marketing and combine the characteristics of social media as the medium to provide cross-border e-commerce websites with theoretical support to reflect the influencing factors of consumers' purchase intentions,and provide feasible suggestions for the development of cross-border e-commerce.This article uses an empirical research method to explore the impact of Internet word-of-mouth on consumer perception through the construction of online word-of-mouth and consumer perception measurement scales,which in turn affects consumers' willingness to shop.Based on the research of the technology acceptance model commonly used in online shopping behaviors,this paper discusses the construction of the research model of this article.It divides consumers' perceptions of Internet word of mouth into consumer perception usefulness,perceived ease of use,and perceived security.These three dimensions are taken as the independent variables of the study.According to the features of cross-border e-commerce shopping and social media,the relationship strength and consumer ethnocentrism are set as the moderator variables in the model,and the consumer purchase intention is used as the dependent variable research model.Using questionnaires,random sampling was used to obtain sample data.The statistical analysis software SPSS20.0 was used to analyze the data for reliability and validity tests,correlation and regression analysis.The research results show that the three dimensions of consumer perception of Internet word-of-mouth,namely perceived usefulness,perceived ease of use,and perceived security,will positively affect the degree of consumer purchase intention;consumer ethnocentrism and relationship intensity affect cross-border e-commerce.Purchase intentions have a moderating effect.According to the research conclusions of this paper,macro and micro-level recommendations were made for the development of cross-border e-commerce industry and corporate strategy,hoping that the results of this research can provide a certain degree of development for cross-border e-commerce companies in the direction of word-of-mouth marketing under social media environment of guidance role.