Study On Factors Influencing The Purchasing Intention Of Cross-border E-Commerce Consumers

In recent years,with the continuous development of Internet technology and gradually deepening of economic globalization,as a new international trade pattern,cross-border e-commerce has already became the important growth point between Chinese and foreign trade.With the popularity of international trade,domestic consumers have more chances and ways to understand foreign products and brands,their purchasing intention is increasingly rising,in addition to a small number of consumers have the opportunity to go abroad to buy,most consumers choose overseas act as purchasing agency,hai tao and other forms of purchase channels,which has given rise to cross-border electricity the birth and development of the channels.Based on the rapid development of cross-border e-commerce and crossborder shopping consumer demand,the domestic big electric business platforms have launched their own cross-border e-commerce shopping platform to meet the needs of the consumers,which can be seen that the cross-border e-commerce development potential is huge.In order to provide consumers with better services and improve the cross-border e-commerce operation mode,businesses should do further research on consumers' cross-border e-commerce consumption behaviors.As a new field,there are few theoretical and literature studies on cross-border e-commerce.At present,there is no corresponding theory to analyze the influencing factors of cross-border ecommerce consumers.Through the study in this paper,we can form the support of cross-border electricity consumers purchase intention theory,more meaningful,this paper can provide decision support to promote the better development of crossborder electricity supplier for cross-border electricity supplier management and operation.Based on the characteristics and technology acceptance model of cross-border e-commerce,this paper summarizes the factors influencing the purchase intention of cross-border e-commerce consumers,mainly including perceived usefulness,perceived ease of use,perceived risk,interactivity,subjective demonstration,trust and attitude.On this basis,the model of purchasing intention of cross-border ecommerce consumers is established.According to the previous research,we regard perceive the usefulness,perceived ease of use,perceived risk,interactivity and subjective demonstration as independent variables,and trust and attitude as the intermediary variables,and put forward the relevant hypotheses,SPSS and AMOS are used to analyze the data.Through analysis,it is found that perceived usefulness,perceived risk and subjective demonstration of independent variables can directly influence consumers' purchase intention,among them,perceived risk has the highest impact coefficient on consumers' purchase intention.And in the study of trust and attitude of intermediary variable,finding that trust play an intermediary role between the perceived ease of use and purchase intention,interactive and purchase intention,subjective demonstration and purchase intention,while attitude play an intermediary role between the perceived ease of use and purchase intention,perceived risk and purchase intention,interactive and purchase intention,subjective demonstration and purchase intention.Finally,according to the result of model analysis,this paper puts forward some Suggestions on the development of cross-border e-commerce.