Empirical Research On Factors Influencing College Students' Purchase Intention Of Cross-border Electronic Commerce

In recent years, while cross-border E-Commerce is developing very rapidly, more and more consumers participate in cross-border e-commerce. In order to serve consumers better and improve the operation mode of cross-border E-Commerce, E-commerce platforms and businessmen should make further efforts to research college students' shopping behavior of cross-border E-Commerce.Based on the theory of decomposed theory of planned behavior, this thesis combined the theory of perceived value with the theory of perceived price, and constructed the influencing factor model of the college students' purchase intention of cross-border E-Commerce. This thesis collects the data by questionnaire with 7-point Likert scale, and use SPSS.19 and AMOS.21 to encode and analysis the data by the method of factor analysis, descriptive statistics and structural equation modeling. Finally, the structural equation model is established to verify the theoretical hypothesis. The results show that, in cross-border e-commerce environment, college students' purchase intention is influenced positively by behavioral attitudes, subjective norm and perceived behavioral control.Perceived usefulness positively influences attitude, perceived price and perceived risk negatively influence attitude. Subjective norm is positively influenced by indirect contact.Perceived behavioral control is positively influenced by self-efficacy and facilitate condition.According to the results, this thesis suggest that in order to improve college students' purchase intention of cross-border E-Commerce, we can start from three aspects: Firstly,starting form behavioral attitudes, improve college students' positive attitude towards cross-border E-Commerce, which can be achieved by improving shopping efficiency,reducing the risk of online shopping and providing promotional activities. Secondly, from the point of subjective norm, we can transfer positive information to college students.Finally, we can improve purchase intention by improving college students' perceived behavioral control.