The Impact Of External Quality Cues On Consumers Cross-border Purchase Intention

In recent years,China’s cross-border e-commerce market has developed rapidly,maintaining an average annual growth rate of about 50%.Cross-border shopping has become a new consumption trend in China.However,the rapid development of cross-border e-commerce also exposes a series of product quality and safety problems.The number of complaints about the quality of products in cross-border e-commerce transactions has been growing,and the main categories of goods to be complained are milk powder,diapers,health care products and skin care cosmetics.At present,most of the information about functions,components,origin and validity period of imported commodities on the cross-border e-commerce platform are introduced in foreign languages.Most consumers cannot directly evaluate the quality of commodities through the language barrier before purchase,and they can only judge the quality of commodities through the Chinese commodity information provided on the cross-border e-commerce platform.But cross-border e-commerce platform of external quality clues,consumers need to spend more time and energy to select effective external quality clues,clues to what external quality show deserves more attention and improving the consumer shopping experience and purchase intention cross-border e-commerce platform should be thinking is not only an important node,but also an important topic in the research of this paper.Based on the SOR expansion model and combined with the use of clue theory and CAPS theory,this paper introduced four types of external quality clues,including comment content quality,protection-type mark,country of origin image and international logistics mark as stimulus variables(S),to explore the influencing mechanism of them on consumer purchase intention,and pay attention to in the previous studies have rarely discussed the internal state of the body,the lack of cognitive state and emotional state of the relation between two kinds of organic variable discussion,this article selects perceived quality as consumer cognitive state and emotion trust as consumer’s emotion state,in the research on perceived quality,emotion trust on other variables,on the role of the relationship between perceived quality and emotion trust also has carried on the key discussion.In terms of the selection of research methods,the questionnaire was distributed and retrieved online and used the PLS-SEM method to conduct empirical research on the survey data:The conclusions of the study mainly include the following:(1)Four kinds of external quality cues such as comment content quality,protection-type mark,country of origin image and international logistics mark have significant positive effects on consumer purchase intention.They need to be transmitted through the intermediary role of perceived quality and emotion trust.(2)Perceived quality and emotion trust have significant positive effects on consumer purchase intention.And perceived quality of external quality clues each dimension and the consumer has remarkable intermediary effect between consumer purchase intention,Emotion trust has a significant mediating effect between the comment content quality and consumer purchase intention,to protection-type mark,country of origin image,international logistics mark and intermediary effect between consumer purchase intention is not significant.(3)Perceived quality has a significant positive effect on emotion trust,and has a significant mediating effect between the comment content quality,protection-type mark,country of origin image,international logistics mark and emotion trust.Emotion trust has a significant mediating effect between the perceived quality and consumer purchase intention.