Research On The New Mode Of "Community Shopping" Of Jingdong's Cross-border Operation

With the development of economic globalization and the steady improvement of people's living standards,people's demand for goods becomes more and more strong,and their desire to buy cross-border goods is also gradually increasing.At present,the most common operation modes in China's cross-border e-commerce platforms are mainly divided into B2 B,B2C and C2 C.However,with the fierce competition in the cross-border e-commerce industry,a new mode of community shopping has emerged in the e-commerce industry.The community shopping platform is born out of the traditional community-based website,which combines community communication with cross-border e-commerce,enabling consumers to complete the purchase of relevant products while conducting community interaction and communication.Among the traditional cross-border e-commerce platforms,Jingdong Mall belongs to the old e-commerce enterprises with high popularity and trust.This paper takes Jingdong Mall as the entry point to study whether the new mode of adding community shopping to the traditional old cross-border e-commerce platforms is feasible.This article first to jingdong group enterprise development and community shopping patterns related literature,elaborates the related theory,to affect consumer understanding of the community shopping patterns and carried on the detailed analysis of the reasons,second,through the depth to explore community shopping users purchase behavior,mining influence consumer choice of community shopping buying motives,determines the eighteen consumer community shopping buying motives core variables,conducting market research and design on the basis of the questionnaire to collect data.Finally,factor analysis was conducted on the purchase motivation variables of community shopping.Based on the four main factors of "sharing mode","community platform","platform content" and "shopping experience",binary Logistic regression was used to analyze the influence of the four factors on whether consumers were willing to try the new shopping mode of JINGdong community.In the data is obtained by empirical support,on the basis of the analysis results with jingdong mall,at present the development of internal resources and capacity,and external market opportunities and threats of jingdong "global purchase" business problems existing in the combination of comprehensive analysis to jingdong mall cross-border management to increase the feasibility of the new pattern community shopping,jingdong mall buying motives,existing advantages and existing problems using community shopping new model has strong feasibility.Finally,countermeasures and Suggestions are put forward from four aspects for the development of the new "community shopping" mode of Jingdong Mall.First,sharing mobile apps and small programs that meet cross-border demands are developed.Second,increase product categories in response to cross-border commodity demand;Third,standardize the product purchase channels to enhance consumer brand loyalty;Fourth,build a user-centered community platform.