Research On The Influencing Factors Of Cross-border E-commerce Consumer Purchase Intention

In recent years,economic globalization is deepening,the rapid development of Internet information technology,cross-border e-commerce has become the new point of growth of foreign trade,with the development of trade globalization,consumers have more opportunities and means to understand the foreign products and brand purchase intention is strong,many consumers for the pursuit of higher the quality of life and better safety performance,but few have the opportunity to go abroad to buy,most consumers choose overseas generation gap,scouring the sea in the form of purchase channels,which gave birth to the birth and development of cross-border electricity supplier in this channel.Faced with the development of cross-border e-commerce and consumer demand for cross-border shopping growth,the major electricity supplier platform have launched their own cross-border e-commerce shopping platform.The rapid development of cross-border electricity supplier,the scale continues to expand,as a new thing,there is a lack of appropriate theoretical and literature study of cross-border electricity supplier related knowledge.Consumers in the cross-border electricity supplier for consumer shopping will be affected by those factors,there is no corresponding theoretical analysis of the system.Through the study of this paper support the formation of cross-border shopping consumer behavior theory,moreover,can provide decision support to promote the better development of cross-border electricity supplier for cross-border electricity supplier management and operation.In this paper,literature research and empirical research methods were used to study the purchase intention of cross-border electricity supplier,aimed at studying the influence factors of consumers' willingness to purchase in cross-border electricity supplier.Through the construction of the scale system,the paper puts forward relevant hypotheses,and takes empirical research to explore the factors that affect the purchase intention of consumers.Firstly,in the original TAM model of perceived ease of use,perceived usefulness based on the introduction of consumer's individual characteristics,risk,business service quality,product price,business popularity five variables as independent variables,the purchase intention as the dependent variable of model establishment.Sample data were obtained by questionnaire,the sample data,reliability and validity test,correlation and regression analysis were described by statistical software SPSS 20.The results show that perceived ease of use,perceived usefulness,individual characteristics of consumers and business service quality,product price,the electricity supplier popularity on consumer purchase intention has a positive effect;risk has a negative impact on consumer purchase intention.Finally,this paper puts forward some countermeasures for the development of cross-border e-commerce,hoping that this paper can make some contribution to the development of cross-border electricity supplier.