A Study On The Influencing Factors Of Consumers’ Purchase Intention In The Electronic Business Platform Of Cross-border

With the development of the Internet and e-commerce and the increasing cross-border business demands of consumers, many cross-border e-commerce platforms have been set up, different platforms have significant differences in products, payment and logistics, which leads consumers to different platforms to purchase. Most of the existing researches are based on the business model of cross-border electronic business, and few studies on consumers’ willingness to buy and loyalty.Most of the researches on purchase intention are based on network e-commerce platform features instead of cross-border e-commerce platforms. For the cross-border electronic business platform, ensuring the user’s purchase intention can enhance its brand effect, so the study of consumers’ willingness to buy from cross-border e-commerce platform is necessary.Based on the existing researches, this paper takes consumer perceived value as the main research object adding the platform attributes such as function, content and brand as the main factors influencing perceived usefulness and perceived amusement. For different types of platforms the study validates the hypothesis by setting up a questionnaire and correlating analysis and regression analysis.The empirical analysis of the experimental data shows that the purchase intention of cross-border electronic business platform is generated by the user’s perceived value, while the source of perceived value is mainly reflected in two aspects: perceived usefulness and perceived entertainment which can be attributed to the consumer perceived profits. Cross-border e-commerce platform on the consumer perceived profits are affected by the properties of the platform. The function of the cross-border e-commerce, rich content and brand awareness will affect the consumer’s perceived profits. At the same time,the current cross-border market include a wide range of cross-platform business which are not highly recognized and the functions, contents,brands are also different which will also affect consumers’ feeling when using the cross-border e-commerce platform.This paper discusses the influencing factors of consumers’ purchase intention in the electronic business platform of cross-border from a new perspective. It is of great significant on both academia and business practices.