The Impact Of Cross-border E-commerce Perceived Transaction Costs On Customer Platform Conversion

With the rapidly development of cross-border e-commerce,consumers' purchasing behavior has become more and more mature in recent years,accumulating a number of consumers with rich experience in cross-border e-commerce platforms.At the same time,there are more and more e-commerce platforms to choose from.Some platforms we are familiar with,such as Tmall International,Amazon Global,Netease Koala,JD Global Purchase,and Red Book.The competition among cross-border e-commerce platforms is fierce,at the same time,the differences in these cross-border e-commerce platforms are not obvious.Consumers are not dependent on a certain platform,and they are highly changed between several cross-border e-commerce platforms.Therefore,platform conversion behavior often occurs.In addition,consumers perceive transaction costs on cross-border e-commerce platforms that are different from traditional ecommerce.Based on this,this paper explores the impact of perceived transaction costs on platform conversion of cross-border e-commerce platforms.In the process of researching,put the independent variable — perceived transaction component into four dimensions: search cost,evaluation cost,payment cost and risk cost.The willingness to purchase the product as a mediator.Carrying out questionnaire survey,using SPSS22.0 and Excel software to get the basic information of cross-border e-commerce platform using.The internal consistency and structural validity of the questionnaire have passed the test.Apply relevant analysis and regression analysis to verify the various hypotheses.The results show that the perceived transaction cost is significantly positively correlated with the platform conversion.Except from the risk cost,the other three dimensions are also significantly positively correlated with the platform conversion,and the payment cost impact coefficient is the largest;Three dimensions of perceived transaction costs —search cost,evaluation cost and payment cost all positively affect product purchase intention.This is contrary to the assumption.The reasons are as follow: the customers of cross-border e-commerce pursue high quality and high price.The higher they have paid,the more value of the product they will expect,tending to form high prices represents a high-quality consumption attitude.Thereby they will strengthen the willingness to purchase products.The relationship between risk cost and product purchase intention is not significant;product purchase intention also has a positive impact on platform conversion and plays a partial mediating role between perceived transaction cost and platform conversion.According to the results of empirical research,this paper proposes some suggestions to reduce the platform conversion rate and retain customers from two dimensions — reduce the perceived transaction cost and enhance the difference between platforms.