The Research On Influencing Factors Of Transnational Online Consumers’ Trust

In recent years, with the development of economic globalization and Internet technology, cross-border e-commerce emerged in our country and its market is expanding fast. Cross-border e-commerce accelerates the traditional economic structure and change the way of trade, has become the main mode of enterprises engaged in import and export business of all countries, particularly developed countries. The proportion of scale of cross-border e-commerce in Chinese import and export trade increase year by year, the impact of cross-border e-commerce on import and export trade of our country is becoming more and more important, which aroused great attention from the country, the government has published many relevant policies to support the development of cross-border e-commerce.According to i Research statistical data, export e-commerce has been a mainstay of the cross-border e-commerce and the domestic foreign trade e-commerce platform continues to grow, attracting more and more foreign buyers to join international online shopping trends.In the process of domestic e-commerce development, trust is always an important problem of online shopping. Under different social system, economic conditions and cultural background,which is more important in complex cross-border online shopping environment.At present, the research on cross-border e-commerce in China is far behind its development speed, and there is little research about the issue of consumer trust in cross-border online shopping. In this paper, based on Alibaba’s foreign trade e-commerce platform Ali Express, questionnaire survey was conducted on the clothing, shoes and bags industry of foreign customers to obtain data and statistical analysis was made. This article from the consumer factors, site factors and sellers factors three aspects, constructing model,put forward the hypothesis, through factor analysis, correlation analysis, regression analysis to study influencing factors of transnational online consumers’ trust and its mechanism of action.Research results show that in the transnational online shopping environment, the consumer’s personal trust propensity, the reputation of the website, the website security,the convenience of the website, differences in price,quality and after-sale service between cross-border online shopping products and domestic products and delivery speed, all these factors have significant impact on the consumer online shopping trust attitude. Based on the research results, this paper puts forward some suggestions to provide certain reference for the foreign trade e-commerce platform and the sellers, so as to promote the development of cross-border e-commerce and Chinese foreign trade.