An Empricical Study On The Influence Factors Of Cross-border Online Shopping Intention

Cross-border e-commence is a fledgling sector,cross-border online shopping is not yet mature.what's more,consumers are not familiar with this kind of shopping.Therefor,obtain the approbation of the consume and improve their cross-border online purchase intention play the important part in whether the Cross-border e-commence can achieve the rapid development or not.For the sake of research needs,This article limits the direction of import for cross-border online shopping,and deem that as long as the subject,object,or transaction of the transaction in the whole cross-border online shopping process,there is one or a few of the factors involved in Cross-border,will be regarded as cross-border online shopping,belong to the scope of this study.This paper focuses on the influence of psychological factors on the purchase intention of consumers.Firstly,on the basis of literature review and theoretical analysis,this study constructs the theoretical model,proposes that consumers' exotic cultural identity,perceived benefits,perceived cost and perceived risk will influence consumers' purchase intention.What's more,introduces the consumer trust as an intermediary variable.Therefor,the overall model consists of 13 hypotheses.Secondly,this article defines the concept of each latent variable and designs the scale items for latent variables,therefor,forms Pre survey questionnaire.Then analysis of the sample data of 152 valid pre survey and elimination of adverse measurement items,so form the formal survey questionnaire.In addition,the use of 618 copies of the effective formal survey of the sample data,the use of SPSS 19 and AMOS 22 analysis of software testing theoretical model,to verify the 16 hypotheses.The empirical results show that most of the research hypotheses are supported by empirical data.However,consumers' perceived risk not only has no an impact on consumer trust,but also does not affect consumers' purchase intention.Finally,according to this article research results and practice,this paper has pointed put forward the suggestions about how to improve customer cross-border online purchase intention to cross-border e-commence.Such as enhance customer exotic cultural identity,improve customer perceived benefits,Reduce customer perceived cost and increase customer trust.This article chooses the college students as the main target,for the reason that the college students posses the ability of accepting emerging information technology quickly and pursuits fashion shopping way.This paper based on consumer attributes to explore the influence factors of cross-border online purchase intention and the reason why consumption outflow in China.This paper this article expand the study of Consumer cross-border online shopping behavior,perfect the system of online shopping consumer behavior theory,has certain theoretical significance.What's more,this study not only help cross-border e-commence deepen understanding the domestic consumer cross-border online shopping psychological,but also provide suggestions that how to improve customer cross-border online purchase intention for cross-border e-commence,has certain practical significance direction for cross-border e-commence to enhance the scientific nature of marketing decisions.