Study On The Influence Of Brand Image Of Imported Cross-border E-commerce Platform On Consumer Purchasing Behavior

Along with the continuous expansion of the number of Internet users and the increasing popularity of the Internet,the per capita income is increasing,and the living standard of residents is improving,e-commerce has been flourishing.In addition,the establishment of industry regulations and the continuous expansion of cross-border e-commerce comprehensive experimental zones have also speeded up the cross-border pace of the e-commerce industry.In the background of the Internet,international trade and commerce exchanges are becoming increasingly frequent,and purchasing foreign goods has become a sought-after shopping method among contemporary young people,which facilitating the continuous development of the cross-border e-commerce industry.Against this backdrop,many cross-border e-commerce platforms have emerged.There is still a value in research on how to create a cross-border ecommerce platform that can meet consumers’ needs,bring them a better shopping experience,facilitate the realization of purchase actions,and make it develop into an excellent cross-border e-commerce platform with both economic and social effects.Currently,the brand building awareness of cross-border e-commerce platforms is generally weak,but there is a close connection between the brand image of cross-border e-commerce platforms and consumers’ purchase,so this thesis believes that brand image can be a suitable entry angle.Firstly,this article defines the relevant terms and clarifies the research object.Through reviewing literature to analyze the measurement dimensions of brand image as well as influencing factors and measurement dimensions of consumer purchasing.This article examines the status and characteristics of cross-border e-commerce platforms from the perspectives of consumers and brand construction based on existing theories of domestic and foreign research.Meanwhile,a basic overview of the research object "Tmall Global" was provided,the reasons for selecting Tmall Global platform consumers as survey targets were explained.Secondly,based on scholars’ research experience,this article constructs a model of the impact of brand image of imported cross-border e-commerce platforms on consumers’ purchasing behavior from five dimensions: product image,service image,corporate image,logistics image,and payment image.Five hypotheses between brand image and consumer purchasing behavior are proposed.Referring to the mature brand image measurement dimensions and schemes in previous research,this thesis adopts a questionnaire analysis method to design a gauge for the six major variables of the model and sets a total of 25 questions.Through the distribution and collection of survey questionnaires on the Wen Juan Xing platform,a total of 547 questionnaires were collected.After censored the questionnaire data and eliminating some,442 valid questionnaires were left to enter the empirical analysis.Subsequently,the basic information of the respondents and the mean value of each variable are studied through descriptive statistical analysis.Through descriptive statistical analysis,the basic situation of the respondents is studied.The reliability and validity of the collected questionnaires are evaluated using reliability analysis and validity analysis.Correlation analysis is used to test whether variables are roughly related.Regression analysis is conducted to finally derive the correlation degree between variables and to verify the research hypotheses.The results indicate that there is a positive effect from the brand image of the imported cross-border e-commerce platform to the purchasing behavior of consumers on the cross-border e-commerce platform.Product image,service image,corporate image,logistics image,and payment image all have an impact on consumer purchasing behavior.Finally,based on the results of empirical analysis,the research conclusion of this article is obtained,and relevant suggestions are put forward.This article proposes relevant suggestions for the brand image construction of cross-border e-commerce platforms from five aspects.First,provide high-quality sources of goods and ensure consistent description;second,pay attention to service consciousness and improve service quality;third,promote brand publicity and enhance corporate image;fourth,improve the logistics system to ensure transportation safety;fifth,ensure transaction security and facilitate quick and convenient payment.