| Under the general trend of economic globalization and the rapid development of e-commerce,there is huge demand for cross-border online shopping in the global market.The three hottest categories of consumers in cross-border online shopping are beauty,mother-baby and fashion.Cross-border e-commerce website to buy foreign goods has become the main channel for people to obtain foreign goods,large and small domestic cross-border e-commerce platforms have emerged,such as Lynx International,Netease Koala sea purchases,honey bud baby,foreign wharf,Amoy global purchase of a number of cross-border e-commerce platform in the fierce competition in this promising market.As one of the hottest categories of cross-border online shopping,apparel products have also emerged in many overseas cross-border e-commerce platforms: Amazon's SHOPBOP,UK High Street's ASOS,US's 6 PM,The Outnet and REVOLVEclothing.With the rapid development of Internet information technology and the rapid growth of cross-border e-commerce,cross-border e-commerce has now become a new growth point for e-commerce transactions in China.With the popularity of cross-border websites,clothing cross-border online shopping enthusiasm diminished.However,the cross-border online shopping users are not satisfied with the shopping websites,shopping web site logistics is slow,the search is not smooth,the website is not easy to use and the payment security is not high and so on.All this leads to the consumer online shopping perceived risk,The development of e-commerce has a negative impact.Consumers have a serious crisis of trust in cross-border e-commerce websites.Therefore,how to achieve good website quality from consumers 'perspective,enhance consumers' trust in websites,and reduce perceived risks of consumers are the primary problems to be solved by enterprises.In order to explore how the quality of cross-border e-commerce websites affects the purchasing willingness of apparel consumers,based on the technology acceptance model and De Lone & Mc Lean e-commerce information evaluation model,this study constructs the relationship between cross-border e-commerce website quality,trust,perceived risk andpurchase intention Based on the questionnaire data,we use the structural equation empirical relationship between the four,and analyze the intermediary effect of trust and perceived risk.The main content of the research is divided into the following four parts:(1)The research on cross-border e-commerce,website quality,trust and perceived risk,and the application of technology acceptance model in online shopping are analyzed.(2)On the basis of theory,combining the characteristics of clothing cross-border online shopping consumers,this paper puts forward the research model,puts forward the research hypotheses on the basis of past research,and determines the evaluation system of web site quality and the trust,perceived risk And evaluation of purchase intention.(3)In the empirical relationship between the quality of cross-border e-commerce websites and the purchase intention of consumers,the questionnaire was designed and collected first,and then the data was collated and analyzed.The structural hypotheses were verified by the structural equation model.(4)According to the research results,from the perspective of the quality of cross-border e-commerce websites,some countermeasures are proposed for cross-border e-commerce to increase consumer trust,reduce perceived risk and increase consumers' willingness to buy.The conclusions of this research:(1)Three dimensions of quality of cross-border e-commerce websites: system quality,information quality and service quality all have a significant positive impact on consumer trust,among which the influence coefficient of information quality is the largest and the quality of service influence secondly;information quality and The quality of service has a negative impact on consumer perceived risk,and the impact of system quality on perceived risk is insignificant.(2)Trust and perceived risk have a significant impact on purchase intention of apparel consumers,perceived risk has a greater impact than trust.Consumers have the highest perceived risk coefficient on fake issues,followed by concerns about imperfect wear of apparel products,distribution logistics,color difference of apparel products and fabrics,etc.Web site reliability,system security and legal protection have a greater impact on trust.(3)Trust has partial mediation effect on the quality of information,quality of service and system quality of cross-border e-commerce websites and consumers' willingness to purchase,and perceives risk.For information quality,service quality and willingness tobuy in cross-border e-commerce website quality There is a partial mediation effect.Countermeasures and suggestions of this research :(1)increase consumer trust and reduce perceived riskBy a)ensuring a safe trading environment,b)upgrading the return safeguards system and c)guaranteeing authenticity to increase consumer trust by reducing a consumer's perceived risk by a)improving the display of merchandise and b)ensuring that the company's reputation is transshipped.(2)Improve cross-border e-commerce website construction and enhance user experienceCross-border e-commerce website system quality by a)to simplify shopping process,b)to enhance the effectiveness of the site and c)seamlessly connect different systems,shops to improve cross-border e-commerce site construction and enhance user experience;cross-border electricity supplier Website information quality is improved through a)page design and b)product classification to improve cross-border e-commerce website building and enhance user experience.(3)Enhance cross-border e-commerce services and focus on consumer demandIn cross-border e-commerce website quality of service through a)timely,enthusiastic service and b)personalized service to enhance cross-border e-commerce services,focusing on consumer demand.The innovations of this research:(1)The theoretical model of the relationship between the quality of cross-border e-commerce website and the purchase intention of consumers.Based on the De Lone & Mc Lean model,this paper proposes the evaluation index of cross-border e-commerce website quality and enriches the theoretical knowledge about the cross-border e-commerce website quality.On the basis of the former model,this paper explores the related influencing mechanism of cross-border e-commerce website quality,trust,perceived risk and purchase intention,and constructs a logical model of the relationship among the four.(2)An Empirical Study on the Relationship between the Quality of Cross-border E-commerce Website and the Willingness to Purchase of Clothing Consumers.This paper uses questionnaire survey to establish the relevant relationship by quantitative analysis method,and empirically studies the relationship between website quality and consumers' willingness to cross-border purchase,providing reference andreference for future related research,and puts forward relevant countermeasures and suggestions according to the analysis results. |
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