A Study On The Impact Of The Services Quality Of Imported Cross-border E-commerce Live Streaming On Consumers’ Purchasing Intentions

With the optimization of cross-border e-commerce logistics,policies and laws,the gradual recovery of China’s economy after the pandemic,and the continuous improvement of domestic consumption levels,the prospects for imported cross-border e-commerce are broad.Currently,the popularity of domestic e-commerce live streaming is gradually spreading to the field of imported cross-border e-commerce,which adds new momentum into the development of imported cross-border ecommerce.The combination of live streaming and imported cross-border e-commerce can recreate shopping scenes across time and space,enhance customers’ immersive experience,reduce uncertainty in the consumption process,and promote imported cross-border online shopping.Therefore,exploring the importance of imported crossborder e-commerce live streaming service quality to purchasing intention for promoting the development of China’s imported cross-border e-commerce industry is of great significance.This study combines the theory of planned behavior and SOR model to build a research model of the impact of the services quality of imported cross-border ecommerce live streaming on consumers’ purchasing intentions,which is composed of six dimensions of imported cross-border e-commerce live streaming service quality(including system availability,commodity authenticity,service responsiveness,transnational culture,social entertainment,and anchor professionalism),attitude and purchase intention.Subsequently,the effectiveness of the model was empirically verified and conclusions were drawn through analysis.Based on the research findings,six suggestions were proposed for imported cross-border e-commerce live streaming merchants to improve the quality of live streaming services and promote consumer purchasing intentions,after that research limitations and prospects were explained.The research conclusions of this article are as follows:1.The six dimensions of the services quality of imported cross-border e-commerce live streaming(including system availability,product authenticity,service responsiveness,cross-border culture,social entertainment,and anchor professionalism),positively affect consumers’ purchase intention through behavioral attitudes.Among them,the authenticity has the greatest impact on consumers’ purchase intention,followed by the professionalism of the anchor.The impact of service responsiveness on consumers’ willingness to purchase is minimal.The mesomeric effect of service responsiveness is significant,while the direct effect is not significant,while the direct effect and mesomeric effect of other dimensions are significant.2.The theory of planned behavior and SOR model can explain the impact of imported cross-border e-commerce live streaming service quality on consumers’ purchase intention.The services quality of imported cross-border e-commerce live streaming serves as an external stimulus,causing consumer psychological reactions and behavioral attitudes,which in turn affects the purchasing intention.It not only enriches the research perspective,but also improves the overall path of the theory of planned behavior model.3.There are differences in purchasing intentions and services quality of live streaming in different imported cross-border e-commerce platforms.Tik Tok is lower than other import cross-border e-commerce live streaming platforms in system availability,commodity authenticity and purchase intention of consumers;Tmall Global is lower than JD International and Taobao Global in service responsiveness and purchase intention of consumers.This article analyzes the possible reasons and proposes targeted suggestions for imported cross-border e-commerce live streaming merchants to improve services quality of live streaming.