Research On The Influencing Factors And Mechanisms Of Consumer Trust In Affiliated Cross-border Online-shopping Platform

Since China has entered the Internet age at the end of the 20 th century,along with the rapid development of information technology,online shopping has flourished and has now entered the stage of popularization.In recent years,with the continuous improvement of the income level of Chinese residents,the size of middle-class families has been expanding and the demand for overseas high-quality goods has increased strongly,then the consumption upgrading has led to the rapid rise of cross-border online shopping.Facing the increasing scale of cross-border online shopping users,the disadvantages of the traditional cross-border online shopping mode have become increasingly prominent.Cross-border e-commerce has emerged as the times require,and cross-border online shopping has entered the standardized development stage.With the strong support of government policies,the cross-border import retail e-commerce in China has developed rapidly.Imported cross-border online-shopping platforms have emerged one after another,and the cross-border e-commerce ecosystem centered on cross-border online-shopping platforms has gradually formed.During the epidemic,cross-border e-commerce as a new business form have become an important force to ensure the steady growth of foreign trade.However,compared with developed countries,cross-border online shopping in China started relatively late.The rapid expansion of the industry has also led to the realistic dilemma that maturity speed and development speed cannot be paralleled,then high growth and high quality cannot be synchronized.Many crossborder online-shopping platforms have been exposed frequently with high consumer complaints and low consumer trust.The healthy and sustainable development of the industry is facing severe challenges.Therefore,how to effectively establish and maintain consumer trust to actively promote the ecological evolution of the industry is not only the urgent problem for cross-border online-shopping platform enterprises,but also the key to the successful transformation and upgrading of China's foreign trade.In order to solve the contradiction between the rapid development of cross-border online shopping and the low overall trust of consumers in China and actively promote the steady growth of China's foreign trade,this paper focuses on the core of cross-border ecommerce ecosystem-cross-border online-shopping platform,and takes the leader-affiliated cross-border online-shopping platform as the object of trust.Based on the rational behavior theory,trust transfer theory,elaboration likelihood model,information system success model and other related theories,following the principle of combining qualitative analysis and quantitative analysis,this paper systematically explores the influencing factors and mechanism of consumer trust in the context of cross-border online shopping by using literature research,speculative induction,theory transplantation,questionnaire survey and empirical analysis.The main contents are as follows:(1)This paper reviews the relevant basic theories and literature achievements.First of all,this paper reviews the rational behavior theory,planned behavior theory,technology acceptance model,trust transfer theory and other related theories in the field of online shopping consumer trust,as well as the elaboration likelihood model,information system success model and other information fields to consolidate the theoretical foundation of this study.Secondly,this paper sorts out the previous research achievements of online shopping consumer trust,and summarizes the formation mechanism and influencing factors of online shopping consumer trust.Thirdly,this paper summarizes the relevant literature of crossborder online shopping and the research status of consumer trust in cross-border online shopping.Based on the critical review of the existing research,the research ideas of this paper are clarified.(2)This paper constructs the influencing factors model of consumer trust in affiliated cross-border online-shopping platform.On the basis of relevant theories and literature review,based on the perspective of elaboration likelihood model,combined with the characteristics of cross-border online shopping situation and affiliated cross-border online-shopping platform,this paper extracts the influencing factors of affiliated cross-border online shopping platform consumer trust from three aspects: internal attribute perception of cross-border online shopping platform,external attribute perception of cross-border online shopping platform and consumer personal factors.Integrating the trust transfer theory,this paper further summarizes the formation routes of consumer trust in affiliated cross-border onlineshopping platform and puts forward 25 route hypotheses including central route,peripheral route,trust transfer route and moderating route.Based on the hypothesis,a theoretical model of influencing factors of consumer trust in affiliated cross-border online-shopping platforms is constructed.(3)This paper tests the influencing factors and the relationship between the consumers' trust of the affiliated cross-border online-shopping platform.On the basis of theoretical research,this paper further conducts empirical tests on theoretical model and research hypothesis.In the questionnaire development stage,this paper clarifies the concept of measurement variables,follows the principle of questionnaire design to select the measurement scale and develop the initial questionnaire.According to the standardized questionnaire design process,the questionnaire is evaluated through interview,small-scale test and questionnaire pre-test.After repeated revision,a formal questionnaire with good reliability and validity is formed.In the formal questionnaire survey stage,this paper scientifically determines the target sample size,and uses the combination of online and offline to issue the questionnaires.Finally,549 valid samples are collected and their demographic characteristics are basically in line with the portraits of cross-border online shopping users.In the empirical analysis stage,this paper uses SPSS and Amos software to analyze the sample data.The measurement model passes the reliability and validity test which means the sample data is of high quality is high.Next,the structure equation model is established by AMOS software,and the hypothesis tests are carried out in conjunction with SPSS software.The analysis results show that the overall fit of the structural model is relatively high,and 20 of the 25 research hypotheses have passed the hypothesis tests.(4)This paper puts forward some management suggestions to enhance consumer trust in the context of cross-border online shopping.Through the classification and discussion of the empirical analysis results,this paper summarizes the influencing factors and mechanism of consumer trust in affiliated cross-border online-shopping platform,and puts forward some useful management suggestions for relevant platform enterprises in order to effectively establish and maintain consumer trust.First,enterprises should focus on improving the internal quality of their cross-border online-shopping platform and strive to build the central route of consumer trust.Second,enterprises should optimize the external attributes of their cross-border online-shopping platform and strive to seek the support clues of consumer trust.Third,enterprises should make full use of the accumulated trust of their domestic onlineshopping main platform,and actively promote the transfer of the advantages of consumer trust.Fourth,enterprises should actively respond to the dynamic changes of cross-border online-shopping trust and timely adjust consumer trust building strategy.In addition,enterprises should pay close attention to the individual differences of cross-border online shopping consumption to effectively avoid the adverse threat of consumer trust.Through theoretical construction and empirical analysis,this paper reveals the influencing factors and mechanism of consumer trust in affiliated cross-border onlineshopping platform,and draws the research conclusions with theoretical contribution and application value.First,the formation process of consumer trust in affiliated cross-border online-shopping platform conforms to the information processing principle.Consumers' perception of the internal and external attributes(central route and peripheral route)of affiliated cross-border online-shopping platform can actively promote the improvement of consumer trust.Second,the formation process of consumer trust on cross-border onlineshopping platforms follows the trust transfer mechanism which the consumer trust in domestic online-shopping main-platform can significantly positively affect consumer trust in cross-border online-shopping sub-platforms directly and indirectly.Third,there are differences in route choices in the formation process of consumer trust: consumers with rich experience in cross-border online shopping are more inclined to choose the central route(perceived information quality and perceived service quality)to build trust,while those with insufficient experience in cross-border online shopping are more inclined to rely on the peripheral route(perceived platform reputation and perceived structural assurances).In addition,the formation of consumer trust in affiliated cross-border online-shopping platform is affected by individual psychological factors,and consumer ethnocentrism tends to negatively moderates the effects of some influencing factors(perceived information quality,perceived service quality and perceived subjective norms)on consumer trust,thus hindering the establishment of consumer trust in affiliated cross-border online-shopping platform to some extent.Compared with previous studies,the innovations of this paper are as follows:(1)The paper first puts forward a new concept of "affiliated cross-border onlineshopping platform" with practical significance which introducing a new research horizon and filling in the blank of the influencing factors and mechanism of consumer trust in this field.This paper improves the research depth of consumer trust in cross-border online shopping situation and provides important theoretical and empirical basis for the follow-up research.(2)This paper reconstructs the influencing factors of consumer trust in the cross-border online shopping situation by integrating elaboration likelihood model and trust transfer theory.Based on the dual path perspective of the elaboration likelihood model and combined with the research situation,the new names of "internal attribute perception of cross-border online-shopping sub-platform" and "external attribute perception of cross-border onlineshopping sub-platform" are proposed to clarify the mechanism of different influencing factors,realizing the organic combination and mutual supplement between the existing theories.(3)On the basis of summarizing the general influencing path of consumer trust in crossborder online-shopping platform,combined with the unique attributes of affiliated crossborder online-shopping platform,this paper puts forward the special influencing factor of "consumer trust in domestic online-shopping main-platform" based on the trust transfer theory,and constructs the direct and indirect influencing path of trust transfer.It is the first time to empirically test the transfer mechanism of consumer trust in the context of crossborder online shopping,and put forward a new basis for the establishment of consumer trust.(4)This paper reflects the dynamic characteristics of consumer trust in the context of cross-border online shopping by setting cross-border online shopping experience as moderating variable and explains the formation mechanism of consumer trust from a developmental perspective,improving the applicability of the research model.This paper contributes new ideas for consumer trust research in the context of cross-border online shopping and provides useful references for platform companies to formulate flexible and diverse marketing strategies.(5)Through empirical analysis,this paper supports the important viewpoints of the existing theories in the context of cross-border online shopping and practices the new application of the basic theories.Taking the consumer trust in the new format of cross-border e-commerce as the breakthrough point,this paper expands the research scope of the existing theories,which has a positive role in promoting the dynamic development of basic theories.