Empirical Research On Influence Factors Of Consumer Trust In Cross-border E-commerce Based On Structural Equation

With the continuous development of Internet technology,business models are also new,the traditional international trade methods in response to the changing consumer demand for a little weakness,cross-border e-commerce in this case emerged,consumers by cross-border e-commerce can choose the products needed on a global scale,Sellers in various countries can also sell their products to the world through crossborder e-commerce,and the participants in traditional international trade are mainly large and medium-sized enterprises,and the goods involved are also transported in large quantities.Today,individual sellers and individual consumers through the crossborder e-commerce way in international trade has a place,in recent years,cross-border e-commerce in the global rapid development of the state is a strong proof,but the characteristics of cross-border e-commerce determines that mutual trust between the two sides of the transaction is the basis of the establishment of the transaction,The reports issued by the parties also show that trust is an important factor hindering the development of cross-border e-commerce,in the cross-border e-commerce consumer trust of sellers in the two sides of the transaction occupies a dominant position,sellers are more in a passive trust position,so this study on cross-border e-commerce consumer trust factors,It can gain consumer trust from cross-border e-commerce sellers and better provide direction for consumer services.Based on the e-commerce consumer trust model and the online trust topology model,combined with the characteristics of cross-border e-commerce,this paper builds a cross-border e-commerce consumer trust model,and studies the factors affecting consumer trust from four aspects: national credibility,store credibility,logistics services and property protection policy.Store credibility,logistics service team has a significant impact on consumer trust,the degree of decline in succession,property protection policy on the store credibility has a regulatory effect,the national credibility of the store credibility has a significant impact,and through its impact on consumer trust.The corresponding questionnaire was designed and the reliability and validity of the questionnaire were verified by pre-investigation.This was followed by an empirical analysis of 459 valid questionnaires collected through the distribution of online questionnaires,with an effective rate of 60.5%.The empirical analysis stage uses SPSS,AMOS and other software to carry out the confidence efficiency test,anovaanalysi,structural equation model analysis,and finally according to the results of the analysis from the national level,the store level and the logistics level respectively to enhance the trust of consumers in cross-border e-commerce to the seller,and discussed the lack of research and prospects.In the stage of empirical analysis,the following conclusions are drawn: the national credibility,store credibility,logistics services have a significant positive impact on consumer trust,store credibility has played a significant intermediary between the national credibility and consumer trust,the intermediary effect is part of the intermediary effect,property security policy plays a role in regulating the credibility of the store.High-level property security policy has a stronger regulatory role relative to the low level,property security policy on national credibility and logistics services adjustment role is not significant,this may be because the credibility of property security policy in the minds of consumers would have relied on consumer stake in the state and logistics services,and shops may be relying on third-party platforms,Independent third-party platform policies can be binding on stores;gender,age,education,monthly income and household registration on the variables of different.