跨境电商平台消费者购买意愿影响因素研究(1)-电子商务-毕业论文.doc

跨境电商平台消费者购买意愿影响因素研究 摘 要：近年来，电子商务由于互联网的普及在国内发展异常迅猛，伴随着经济全球化，该趋势也逐渐向境外贸易延续，在相关政策的支持和引导下，成为了推动我国外贸发展的新途径。同时，随着人民物质水平的提高，“新消费”观念形成，许多消费者选择购买国外商品，跨境网购逐渐成为人们购物的新手段，在此基础上，跨境电商平台也迎来了前所未有的发展机遇。但跨境电商作为一种新兴的购物方式，发展中仍存在着众多问题，比如产品质量、消费安全、物流速度、售后服务等问题。因此对跨境贸易中消费者的购买意向进行剖析，将能够有利于其意向提升的因素进行深入研究，从而对我国现如今的电子平台进行正面影响，促进我国跨境贸易的稳步发展。 本文主要在消费者理论的理论基础上，立足平台自身，对消费者的购买意向因素影响原因进行分析，从而获得商品、购物和技术三个影响因素，再进一步依托TAM技术接受模型，从中抽离出感知有用性与与感知易用性。根据以上数据建立起本文的研究模型和假说。最后在此模型的基础上，通过描述统计分析、信度分析、效度分析、相关分析等分析方法对其进行验证。 实证分析结果证实了以下研究假设：商品因素、购物因素、感知有用性、感知易用性对感知信任具有正向影响；商品、购物、技术因素等上述因素同样的对消费者购买意向产生了正面影响；感知信任在商品、购物、技术因素、感知有用性、感知易用性和消费者购买意愿之间具有中介作用。 关键词：跨境电商 TAM模型 感知信任 购买意愿 Research on Factors Affecting Consumers Willingness to Buy on Cross-border E-commerce Platforms Abstract: In recent years, due to the popularity of the Internet, e-commerce has developed extremely rapidly in the country. With the economic globalization, this trend has gradually continued to overseas trade. With the support and guidance of relevant policies, it has become a new way to promote the development of Chinas foreign trade. At the same time, with the improvement of the peoples material level and the concept of new consumption, many consumers choose to purchase foreign products. Cross-border online shopping has gradually become a new means for people to shop. On this basis, cross-border e-commerce platforms have also ushered in Unprecedented development opportunities. However, cross-border e-commerce, as an emerging shopping method, still has many problems in its development, such as product quality, consumer safety, logistics speed, after-sales service and other issues. Therefore, an analysis of consumers purchase intentions in cross-border trade will enable in-depth research on factors that will help their intentions to be promoted, thus positively affecting Chinas current electronic platforms and promoting the steady development of Chinas cross-border trade. This article is mainly based on the theoretical basis of consumer theory, based