Analysis Of Factors Influencing The Purchase Intention Of Cross-border E-commerce System Customers In Arab Countries

With the continuous development of the economy and Internet technology in Arab countries,the development of cross-border e-commerce in Arab countries is in full swing,and the cross-border e-commerce has a huge role in promoting consumption upgrades.Consumers' willingness to purchase is the main subject of this thesis the development of e-commerce in Arab countries can promote local economic development,so research on factors that affect the purchase intention of customers in e-commerce systems in Arab countries has certain practical significance.This thesis analyzes the factors that influence the purchase intention of customers in Arab countries' cross-border e-commerce systems through empirical analysis.First of all,this article expounds the research hypothesis and theoretical model through three parts: the effect hypothesis of the influencing factors of online shopping use intention on online shopping intention,the adjustment role assumption of foreign cultural identity,and the construction of theoretical models.The sample description describes the questionnaire design and survey in three parts;followed by the reliability and validity analysis of the scale,descriptive statistical analysis,correlation analysis,regression analysis,and the analysis of the adjustment effect of foreign cultural identity.The conclusion drawn by this thesis is: perceived product quality and perceived website service quality positively affect the online purchase intention;perceived risk negatively affects online purchase intention;the effect of purchase price and purchase intention of network use is not significant;The role of exotic culture identity plays a moderating role that can be functional among perceived product quality,perceived website service quality and perceived risk.Through the results of empirical analysis,this thesis puts forward policy recommendations that can improve the cross-border e-commerce system in Arab countries and increase customers' willingness to purchase.I hope that the policy recommendations in this article can provide reference for the development of cross-border e-commerce systems in Arab countries.