Research On Influence Factors Of Purchase Intention And Price Strategy On Cross-border E-commerce Platform

In recent years,the speed of Internet technology iteration has accelerated,the people's material living standard has gradually improved,and the means of payment are convenient and diversified.At the same time,the government has also issued a number of support policies on cross-border e-commerce related.The trend of cross-border shopping has quietly emerged.Major domestic e-commerce platforms such as Tmall,Jingdong and Weipinhui have successively launched overseas shopping segments relying on their traditional businesses,with B2C as the main mode.However,cross-border online shopping,as a new way of shopping,still has some problems in its development,such as low clearance efficiency and low consumer trust.Compared with traditional e-commerce,there is a certain gap in the number and recognition of consumers.How to attract more consumers and improve their profitability in the subsequent development of cross-border e-commerce is a problem to be solved.Therefore,it is of practical significance to study the influence factors of consumers'purchase intention and the pricing strategy on cross-border e-commerce platforms.Firstly,this paper combs the relevant domestic and foreign literatures on cross-border e-commerce,TAM technology acceptance model and two-sided market theory.The TAM theoretical model is extended.Seven variables including perceived usefulness,perceived ease of use,perceived risk,entertaining emotional experience,price preference,platform reputation and national policy are selected as independent variables.Consumer trust is taken as an intermediary variable in the study.Then,a research model for influence factors of consumers'purchase intention on cross-border e-commerce platforms is constructed.The data were collected by questionnaire and analyzed by SPSS 22.0.After that,according to the operating characteristics of cross-border e-commerce platform,this paper uses Hotelling model to deduce and analyze the platform pricing strategy under different user ownership in duopoly competition.Through empirical research,this paper holds that the seven independent variables have a direct impact on purchase intention,and the intermediary variable--consumer trust also has a significant positive impact on purchase intention.In the influence of independent variables on intermediate variables,perceived usefulness and national policies have no significant influence on consumer trust.Consumer trust has a significant mediating effect in the influence of the other five independent variables on dependent variables.The research conclusion of pricing strategy shows that the profit of cross-border e-commerce platform is positively correlated with the differentiation degree of service provided by the platform to consumers and third-party suppliers,and negatively correlated with the proportion of consumers who choose third-party suppliers to pur-chase goods,regardless of whether bilateral users are all single-owned,or consumers are single-owned,and third-party suppliers are partially multi-owned.The platform can improve its profitability by increasing the degree of differentiation between its own services and other platforms and by diverting consumers to proprietary products of the platform.Finally,according to the research conclusion,this paper puts forward some pertinent suggestions to the cross-border e-commerce platform in order to contribute to its development.