跨境电商进口视角下我国消费者购买意愿的影响因素

近年来,随着我国人均收入水平的不断提高、网民规模的逐渐壮大以及信息和物流技术的成熟,跨境电商进口在我国进口总额中所占比例逐渐增大。文章以问卷调查数据为依据,采用TAM模型和回归分析法,分析跨境电商进口视角下我国消费者购买意愿的影响因素以及各因素对消费者购买意愿的影响程度。结果发现商品性价比是影响我国消费者购买意愿的最主要因素,其次是感知信任和购物环节体验,而感知风险与购买意愿有着明显的负相关关系。由此,提出了严控进驻商家资质和产品品质、改善购物环节体验、完善消费者保护机制、净化网购环境等有利于提高消费者购买意愿的建议。

The Influencing Factors of Chinese Consumers' Purchase Intention from the Perspective of Cross-Border E-Commerce Import

In recent years, with the continuous improvement of China’s per capita income level, the gradual expansion of the scale of Internet users and the maturity of information and logistics technology, the proportion of cross-border e-commerce import in China’s total import has gradually increased. Based on the questionnaire survey data, TAM model and regression analysis method were used to analyze the influencing factors of Chinese consumers’ purchase intention from the perspective of cross-border e-commerce import, as well as the influence degree of each factor on consumers’ purchase intention. The results show that the cost performance of goods is the most important factor affecting the purchase intention of Chinese consumers, followed by perceived trust and shopping experience, and there is an obvious negative correlation between perceived risk and purchase intention. Therefore, it puts forward some Suggestions to improve consumers’ purchasing willingness, such as strictly controlling the qualification and product quality of merchants, improving the shopping experience, improving the consumer protection mechanism and purifying the online shopping environment.