Research On The Impact Of Cross Border E-commerce Platform Attributes On Russian Consumers' Platform Use Intention

With the development of the Internet and E-COMMERCE and the increasing demand of consumers for cross-border business,many cross-border e-commerce platforms have been set up,and different platforms have significant differences in products,payments,logistics,etc.,as a result,consumer's willingness to pay for different platforms can vary widely.Most of the existing studies are based on crossborder e-commerce business models,while there are few studies on consumer's willingness to purchase and loyalty,the cross-border e-commerce platform features were not analyzed.For the cross-border e-commerce platform,enhancing customer' s purchase intention can enhance their brand effect,so it is urgent to study consumer's purchase intention in the cross-border e-commerce platform.This paper mainly analyzes the consumer behavior,summarizes the characteristics of consumer behavior,extracts the factors that affect consumer behavior,and focuses on the study of the factors that affect local consumers.Russian consumers have many different views on business.They have a certain understanding of their own country and industries.Russian enterprises are complicated.Elites from all walks of life in Russian society also hold different views,the situation of China's production industry has also changed along with the development of the economy,and the formation of its shopping habits will be influenced by many factors such as product prices,product information,shopping environment and itself,but as more and more people have access to the mobile internet and become more confident about the security of mobile transactions,buying on mobile devices is bound to increase.In order to gain a better understanding of the characteristics of Russian's online consumption behavior,it is first necessary to gain a better understanding of the main latest trends and developments in online consumption.Therefore,the purpose of this paper is to help Chinese cross-border e-commerce enterprises better understand the online shopping behavior of Russian consumers and the influencing factors of their willingness to use the platform.At present,Russia is an active and stable user of China's e-commerce platform.However,due to intergenerational changes,economic changes,international cultural exchanges,changes in psychological behavior and the progress of cross-border e-commerce industry,we still need to pay attention to the changing trend of factors affecting consumers' Internet behavior,and analyze them in different periods.Therefore,the application significance of this paper is to provide enterprises with plans to improve the business system and adjust the development strategy according to the research results.Then,on the basis of existing research,the paper focuses on the Russian consumer's willingness to buy cross-border e-commerce products,the main factors affecting the willingness to purchase are merchant's trust,quality trust,platform trust,price factor,promotion activities,delivery speed and Russian service,the hypothesis was verified by questionnaire and factor analysis and regression analysis.SPSS software was used to analyze the data.The empirical evaluation of the experimental data shows that the intention to run the Transnational E-commerce platform is greatly affected by the profundity,stability,distribution service level and goodwill of the platform.Through the empirical analysis method,the results confirm that the theoretical hypotheses of six measurements in the research model are established,and through the intermediary analysis,it is found that they have a certain effect on each measurement test.Finally,the conclusion is that according to the empirical analysis,the four factors have a positive impact on the platform use intention and perceived value,and the perceived value plays a mediating role between the four factors of the platform attributes and the platform use intention.This paper analyzes the elements of customers' intention to run the platform in the Transnational E-commerce platform from a unique perspective,which has a key value in theory and practice.