Study Of The Influence Factors Of Purchase Intention Of Maternal And Baby Products In Cross-Border Shopping

Nowadays,online shopping has gradually become popular shopping method due to its convenience. With development of e-commerce giant like Amazon, cross-border online shopping become common in Chinese online shopping group. The Amazon China 2016 Cross-border Online Shopping Trends Report shows that cross-border online shopping became popular even normal in China. As one of the best selling products, maternal and child supplies has become the main impetus to the developing of cross-border online shopping.This paper,at first, analyzes the present situation and problems of the maternal and child supplies cross-border online shopping in China. It points out that the maternal and child supplies cross-border online shopping has wide market prospect, but problems of branding trust,logistics, supplying integration and users operation remains. And.according to the theory of reasoned action model, add three variables of perceived security, online shopping experience and reference group without any metavariable, which is based on the perceived usefulness and perceived ease of use to find their effects to maternal and child supplies cross-border online shopping and build the hypothesis model of this paper. Use the method of questionnaire survey and find the effects to maternal and child supplies cross-border online shopping. By using SPSS and structural equation to check the theory model and hypothesis relationship. Finally give some advice to maternal and child supplies e-commerce company.Find positive correlation property between five factors, perceived usefulness, perceived ease of use, perceived security, online shopping experience and reference group,and maternal and child supplies cross-border online shopping. Base on all the conclusion above, we propound some suggestions to maternal and child supplies e-commerce company: Pay more attention to the reference group, enhance the KOL's effect. Improve the security of cross-border online shopping. Enhance the. usefulness of corss-border online shopping. Promote the ease of use of cross-border online shopping. Pay attention to consumer experience.