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论文编号：	15451
作者编号：	2120236110
上传时间：	2025/6/11 19:04:23
中文题目：	跨境电商消费者购买意愿的影响因素分析
英文题目：	Analysis of the Factors Influencing Consumers'''''''''''''''' Purchase Intentions in Cross- Border E-commerce
指导老师：	安利平
中文关键字：	跨境电商平台；购买意愿；技术接受模型；消费者行为
英文关键字：	Cross-bordere-commerce;Purchaseintention;Technologyacceptance model;Consumerbehavior
中文摘要：	在全球化和数字技术快速发展的背景下，跨境电子商务已成为推动国际贸易增长的重要力量。消费者通过跨境电商平台可以便捷地获取全球商品，跨境电商平台也为企业拓展国际市场提供了新的渠道。然而，消费者在跨境购物过程中面临诸多挑战，包括支付安全性、物流配送时效、商品质量和退换货便利性等问题。因此，深入探讨影响跨境电商消费者购买意愿的关键因素，对优化平台运营和提升消费者满意度具有重要的理论和实践意义。 本研究基于技术接受模型（TAM），结合消费者行为理论，构建了一个完整的研究模型，重点分析商品因素、平台质量和购物体验对消费者感知有用性、感知易用性和感知信任的影响，并进一步探讨这些因素对消费者购买意愿的直接和间接作用。通过问卷调查法收集数据，使用SPSS26.0进行描述性统计、信度和效度分析及相关性检验，并采用AMOS24.0建立结构方程模型（SEM）进行路径分析和假设检验。 研究结果表明，商品因素、平台质量和购物体验均显著影响消费者的感知有用性、感知易用性和感知信任。其中，商品质量和品牌知名度对感知有用性的影响尤为显著，平台的支付安全性和物流服务质量对感知信任具有重要作用。此外，感知有用性和感知易用性对消费者购买意愿具有直接正向影响，即消费者越认为跨境电商平台便捷、高效和安全，其购买意愿越强烈。 基于研究结果，本文提出以下策略建议：一、丰富商品种类，提升商品质量和品牌知名度，增强消费者信任感。二、优化购物流程，提供多样化的支付和配送方式，提升购物便捷性。三、优化退换货机制，提高跨境物流效率和售后服务的响应能力，增强消费者满意度和忠诚度。
英文摘要：	Against the backdrop of rapid globalization and digital technology advancement,cross-border e-commerce (CBEC) has become a significant driver of international trade growth. CBEC platforms enable consumers to conveniently access global products while providing businesses with new channels to expand into international markets. However, consumers face numerous challenges in cross-border shopping,including payment security, logistics efficiency, product quality, and return andexchange convenience.Therefore, an in-depth exploration of the key factors influencing consumer purchase intention in CBEC is of great theoretical and practical significance for optimizingplatform operations and enhancing consumer satisfaction. This study constructs a comprehensive research model based on the Technology Acceptance Model (TAM) and consumer behavior theory. It primarily analyzes the impact of product factors, platform quality, and shopping experience on consumers' perceived usefulness, perceived ease of use, and perceived trust, further exploring their direct and indirect effects on consumer purchase intention. Data were collected through a questionnaire survey, analyzed using SPSS 26.0 for descriptive statistics, reliability and validity testing, and correlation analysis. Structural Equation Modeling (SEM) was conducted using AMOS 24.0 for path analysis and hypothesis testing. The findings indicate that product factors, platform quality, and shopping experience significantly influence consumers' perceived usefulness, perceived ease of use, and perceived trust. Specifically, product quality and brand awareness have a particularly strong impact on perceived usefulness, while platform payment security and logistics service quality play a crucial role in shaping perceived trust.Additionally, perceived usefulness and perceived ease of use directly and positively affect consumer purchase intention, meaning that the more consumers perceive СВЕС platforms as convenient, efficient, and secure, the stronger their purchase intentions will be. Based on the findings, this study proposes the following strategic recommendations: 1. Enrich product variety, improve product quality and brand recognition, and enhance consumer trust; 2. Optimize the shopping process by offering diverse payment and delivery options to improve convenience; 3. Refine return and exchange mechanisms, enhance cross-border logistics efficiency, and improve after-sales service responsiveness to boost consumer satisfaction and loyalty.
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