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

Thanks to the domestic supportive policies,the retail import of cross-border e-commerce in china is booming in recent years.More and more domestic consumers choose to purchase imported merchandise.On the 8th of April,2016,the Customs General Administration issued a file which called Customs General Administration 18 of 2016,which declared the end of duty-free period of cross-border online shopping.To survive and thrive in fierce competition under the tariff-reforming policy,cross-border e-commerce enterprises not only need to study the policy deeply,but also need to study the influences to user's shopping intentions caused by the policy.In that way,they can make appropriate strategic plans and customized marketing activities.This paper created a new research model in the base of technology acceptance model.Then it define the variables and propose the hypothesis.In the empirical research phase,this paper design the questionnaire for the intentions of online shopping in cross-border e-commerce platform.In order to achieve the purpose of this research,the survey chose the customers who used to consume in cross-border e-commerce platform as targets and analyzed results with SPSS and AMOS.The result shows that some of the variables produce the positive effect to cross-border online shopping intentions,some do not.But the tariff-reforming policy affect consumer's adoption of cross-border online shopping in a positive way.The results also indicates that both perceived usefulness and perceived ease of use cause positive affect to shopping intentions as intermediate variables,so does the preference of cross-border online shopping,.The characteristic of this paper is using the empirical analysis method to study the influence of tariff-reforming policy on the consumption intention in cross-border e,commerce platform.It also makes the conclusion of this paper more valuable than the papers which only use the qualitative analysis method.However,due to the limitation of the length of the article,it can not take all the matters in to consideration such as the diversity of the samples,the selection of the variables and so on.It is necessary for me to further improve this subject in the future.