Study On The Influencing Factors Of Cross-border E-Commerce Consumer Behavior In China

The rapid spread and application of information technology and the Internet in the world have made the application of e-commerce in international trade increasingly widespread.The various aspects of traditional business activities have been gradually informatized,networked,and electronicized,giving more and more enterprises Bring unlimited business opportunities.The advantages of e-commerce without borders,as compared with traditional trade methods,can bridge the boundaries of geography and territory,shorten multiple links from wholesale to sales,reduce various commercial costs,and facilitate the exchange of information between trading parties.symmetry.Cross-border e-commerce is changing the traditional pattern of world trade and gradually becoming an important direction for China's development of foreign trade.As a new growth point of China's economy,the development of cross-border e-commerce plays an important role in accelerating China's economic transformation and upgrading.This article first summarizes the existing literature from general research on cross-border e-commerce research and e-commerce consumer behavior research.It takes into account that e-commerce consumer behavior research uses less empirical models and lacks cross-border consumption.As for the research on the integration of e-commerce,this study mainly focused on the consumer behavior of imported cross-border e-commerce platforms in China as the main research object.Based on TRA,TPB,,TAM and perceived risk theory,an ASP-U model of cross-border e-commerce consumer behavior influencing factors was constructed.Assume and verify.Data was collected through questionnaires and data processing was conducted using SPSS 22.0.The conclusions of this paper mainly include the following points: First,perceived usefulness,perceived ease of use,external influences,and cultural factors have a positive and related impact on consumers' cross-border e-commerce use behavior.Perceived risks have a negative correlation with consumers' use behaviors.Impact;Second,use attitudes,subjective norms,and perceived behavioral control have positive mediating effects on consumer behavior.Based on the results of the research,this paper presents corresponding suggestions for the further development of the cross-border e-commerce platform in China.