Research On The Influencing Factors Of Consumers' Choice Of Cross-border E-commerce Platform From The Perspective Of Information Ecology

With the development of information technology in China,the import and export trade market has gradually turned to online operation,cross-border e-commerce platforms have been established,and the country has constantly adjusted its trade policies to meet the development of contemporary trade.Relevant policy adjustments include customs clearance,tax,payment,financial services,comprehensive experiments and other fields,which further optimize the business environment of cross-border e-commerce.Under the guidance of the policy,cross-border e-commerce has gradually standardized and formed various cross-border e-commerce platforms,including comprehensive cross-border e-commerce platforms with rich product types,such as tmall global,tmall global shopping,etc.;there are also vertical cross-border e-commerce platforms with specific products,such as honey bud mother and baby,etc.At present,the platform is in the stage of fierce competition,each platform enters into the consumer's vision,increasing the choice space of consumers,so for the platform,it is the key to attract consumers to gain competitive advantage.The research center of this paper is to analyze the factors that affect consumers' choice of cross-border e-commerce platform from the perspective of information ecology.When consumers need to purchase foreign goods on the e-commerce platform,it is a complex process to choose which e-commerce platform to actually purchase.According to consumer behavior theory,consumers will not implement relevant consumption behaviors in their unknown cross-border e-commerce platforms;on the contrary,for their known cross-border e-commerce platforms,an evaluation system will be established to determine the consumption platform based on the evaluation results.In the process of establishing evaluation system,consumers are influenced by personal,external and situational factors.In this paper,the theory of information ecology is introduced to study the influence of platform itself on consumer choice behavior from the perspective of information ecology.Combined with the elements of information ecology,the research is carried out from the four dimensions of platform information,platform informant,platform information environment and platform informationtechnology to build cross-border E-commerce platform information ecosystem and study its composition and information flow with consumers This paper analyzes the influencing factors of consumers' choice of cross-border e-commerce platform,puts forward 18 research hypotheses according to the research content,and constructs the influencing factor model of consumers' choice of cross-border e-commerce platform according to the research hypotheses.Through the questionnaire survey method to obtain the consumer data with cross-border e-commerce platform purchase experience,use the data analysis software to analyze the data and verify the research hypothesis.The results show that platform information usefulness,platform information consumer satisfaction,platform information environment security,platform information technology ease of use have significant positive effects on consumer choice intention and choice behavior.At the same time,it is confirmed that age and monthly disposable income have significant influence on consumers' perception and choice of cross-border e-commerce platform.Finally,according to the results of data analysis,we modify the influencing factors model and put forward feasible suggestions on the marketing and operation of cross-border e-commerce platform in China from four aspects: improving the value of platform information,improving the ability of platform staff,improving the security of platform information environment,and improving the ease of use of platform.