| The rapid development of cross-border e-commerce and the implementation of the “two-child” policy have brought huge opportunities to the mother and infant market.The improvement of living standards and the change of consumption concepts have made a new generation of parents prefer foreign baby products.The cross-border e-commerce platform for maternal and child products has great potential to improve overall profits.However,there are still some problems with cross-border e-commerce platforms for maternal and child products.For example,false information or outdated information hurts users' trust,and the homogeneity of specialized e-commerce platforms for maternal and child products leads to weak competitiveness.The above problems have led to limited development of cross-border e-commerce platforms for maternal and child products.Therefore,paying attention to users' needs and increasing users' intentions has become the key to cross-border e-commerce platforms for maternal and child products to improve their own competitiveness.In this context,this research selects Technology Acceptance Model(TAM)as the model basis from the perspective of consumer behavior based on previous research results.Considering the consumption characteristics of maternal and infant groups,I have added emotional and social factors to the research to improve the applicability of the model.This study combines mature theories such as Theory of Trust,Theory of Reasoned Action(TRA),and Expectation-Confirmation Theory with Technology Acceptance Model to build a model of influencing factors for usage behavior of cross-border maternal and child products platforms.Model variables include expectation confirmation,perceived ease of use,information quality,perceived security,subjective norms,perceived usefulness,trust,intention to use,and behavior to use.In addition,individual characteristics were added as control variables in the model to study their influence on usage behavior.This study uses questionnaire survey methods and empirical research methods.Questionnaires were disseminated through various online media such as We Chat,Weibo and online mother and infant communities.Afterwards,I used SPSS25.0and Amos24.0 to analyze the recovered questionnaire data.The results show that:expectation confirmation,perceived ease of use,and information quality have significant positive impacts on perceived usefulness respectively;information quality,perceived security,and subjective norms have significant positive impacts on trust respectively;perceived usefulness,perceived ease of use,trust,and subjective norms have significant positive impacts on intention to use respectively,and the intention to use has a significant impact on the behavior of use.In summary,the factors affecting usage behavior of cross-border platforms for maternal and child products include expectation confirmation,perceived ease of use,information quality,perceived security,subjective norms,perceived usefulness,trust,and intention to use.Among them,subjective norms,perceived security,information quality and perceived ease of use have a relatively large impact on usage behavior respectively.In addition,this study also verified the impact of individual characteristics on usage behavior,in which the age of user's kids and the frequency have significant effects on the intention to use respectively.Based on research results,I propose the following operational suggestions for related platforms: First,the social function of the platform should be strengthened to enhance the emotional satisfaction of users.Second,it is necessary to give full play to the influence of subjective norms and improve reputation of platforms.Third,the quality of information should be improved in order to improve the quality of the platform.Fourth,big data analysis system and social interaction should be used to improve user stickiness. |
PDF Full Text Request