The Impact Of Consumer Trust And Cultural Identity On Purchase Intention In Cross-border Online Shopping

With the globalization of Internet technology,cross-border e-commerce has developed rapidly due to its rich variety,simple operation,and no time and space restrictions.The market size is expanding,and more and more consumers are trying to purchase overseas through cross-border online shopping platforms.commodity.However,in the complicated and complicated cross-border online environment,different cultural backgrounds and differences in social systems make consumers' trust in cross-border online shopping not high.At the same time,as an emerging industry,cross-border e-commerce is also facing many problems such as immature online shopping methods,imperfect cross-border logistics system,etc.,which further leads to consumers' purchasing desire in cross-border online shopping.Therefore,in order to gain consumer trust and increase their willingness to buy,it is necessary to study the influencing factors of consumers' cross-border online shopping willingness,clarify the source of the problem,and provide valuable reference opinions for merchants and cross-border e-commerce platforms.Based on the review of research on influencing factors in cross-border online shopping,consumer trust,cultural identity,and product perception quality,the paper builds a model,proposes hypotheses,collects data by using a questionnaire survey,and uses SPSS 24.0 to conduct data Processing analysis.The main data analysis methods of the paper include reliability and validity test,descriptive statistical analysis,factor analysis and structural equation test.Through data analysis,the relationship between model variables and the rationality of the model are verified to verify the research hypothesis.The research results show that in cross-border online shopping,the transaction scenario norms,real-name authentication of both parties to the transaction,and the administrative supervision mechanism have no significant impact on consumers' purchase intentions.The legal and technical guarantee,credit evaluation,complaint feedback mechanism,third-party payment,and transaction guarantee measures have a significant impact on consumers' willingness to buy.At the same time,it verified that the website experience,merchant reputation,merchant scale,and service quality have a positive impact on consumers' willingness to purchase in cross-border online shopping;it also verified that consumer cultural identity and product perception quality have influenced consumers in cross-border online shopping Has a significant impact.Finally,based on the research results,this article puts forward corresponding management suggestions to promote the healthy and orderly development of cross-border online shopping,and then promote the development of cross-border e-commerce in China.