Research On The Influence Factors Of Cross-border Online Shopping Based On Grounded Theory

With the continuous innovation of Internet technology,China's cross-border e-commerce industry is in a vigorous development stage.From the current development situation,there is a large space for penetration in the future,the establishment of sustained growth,the expanding scale of users,the growing demand,the gradual formation of market order,the overall rise,but there are also corresponding problems,e-payment risks,cross-border Logistics efficiency is low.There are loopholes in international legal supervision,so it is of certain reference value to explore the influencing factors of cross-border online shopping decision-making.The key technologies of this study are applied comprehensively:grounded theory,platform research,platform evaluation,user research,policy research and supplier and partner research.Through the combination of theoretical research and grounded theory of three-time coding,the paper finally constructs a model of influencing factors of cross-border online shopping decision-making.The model is based on three perspectives for in-depth study,namely:the overall decision-making of cross-border online shopping consumers is affected by the overall cognitive factors and multi-dimensional factors,and the three factors are also affected by supply chain factors,and each relationship involves the main factors.At last,based on the model,the researcher puts forward corresponding opinions and suggestions from three levels of government,industry and consumer,finds the existing problems through horizontal and vertical comparison,gives corresponding optimization suggestions to the model,and also points out the limitations and shortcomings of the article.I hope this research can be used for cross-border shopping.Relevant research on decision-making impact factors provides some theoretical basis,and also expects the industry to be more sound,mature and standardized in the future.