Research On The Design Of Cross-border E-commerce Platform For China-europe 3C Products

The advancement of international trade has led to the rapid development of China’s cross-border e-commerce industry,which is now well positioned for trade in terms of policy,logistics and payment.Our exports of 3C products are popular with European consumers for their rich style and cost effectiveness,and the new crown epidemic at the end of 2019 has evoked a desire for quality of life and driven the lifestyle of new concept smart products.However,global cross-border e-commerce platforms are highly competitive,with regional and refined advantages,and the development of new models and new fields has become a breakthrough.3C products are also at a disadvantage in the cross-border e-commerce model due to their high price and specialised nature.Combining the above development opportunities,the China-Europe 3C product cross-border e-commerce platform was selected as the design object,with European consumers aged 15 to 35 as the target users,to study how to enhance their willingness to use the 3C product cross-border e-commerce platform.This paper is based on the UTAUT2 model and begins with an initial collection of model secondary elements through competitive analysis of Best Buy,Newegg and Fnac.The secondary elements collected were then filtered and refined through questionnaires to propose this paper’s model-a research model of factors influencing European consumers’ willingness and behaviour to use cross-border e-commerce platforms for 3C products.Using a five-point Likert scale to design and distribute overseas questionnaires,the data empirically showed that Performance Expectancy,Effort Expectancy,Social Influence,Hedonic Motivation,Price Value,Facilitating condition and Habit positively influence young European consumers’ willingness to use 3C products cross-border e-commerce platforms.Willingness to use,Facilitating condition and Habit positively influence the behaviour of young European consumers using 3C products cross-border e-commerce platforms.Gender and experience have a moderating role in part of the influence pathway.To increase European consumers’ willingness to use 3C products cross-border e-commerce platforms,attention can be focused on raising Performance Expectancy,Effort Expectancy,Social Influence and,to a lesser extent,Price Value and Facilitating condition.Finally,under the guidance of the theoretical model,combined with the results of the target consumer research,and with the positioning of a vertical third-party service platform,we designed a 3C products cross-border e-commerce platforms in China and Europe,"POCKET".The platform is optimised for language and currency switching,filtering functions,shopping guides,product lists,player reviews,player communication and types of products to be traded.The main shopping format is "immersive scene experience + product combination sales",and the innovative model of cooperation with overseas shops can meet the different shopping needs of cross-border consumers.This paper extends the application of the UTAUT2 model and constructs a research model of factors influencing European consumers’ willingness and behaviour to use cross-border e-commerce platforms for 3C products to clarify the aspects that should be taken into account to enhance European consumers’ willingness to use the platforms and provide examples and references for the optimization of 3C product cross-border e-commerce enterprises.