摘要
在跨境电商购物平台成为消费者"全球买"首选的大背景下,对跨境电商购物平台外部线索影响消费者购买行为的机理进行研究。通过实证分析发现:跨境电商购物平台外部线索对消费者感知安全性有正向影响,其中可得性和在线评论的影响最大;售后服务对消费者跨境电商购物平台购买行为的正向影响最大,商品价格的影响不显著;除商品价格外,感知安全性在其他跨境电商购物平台外部线索对购买行为的影响中发挥中介作用。基于此提出:跨境电商购物平台企业应完善跨境电商购物平台商品信息检索功能和提升物流管理水平;构建合理高效的跨境电商购物平台售后服务管理体系;系统塑造跨境电商购物平台最优外部线索组合,以提升消费者感知安全性。
In the context of cross-border e-commerce shopping platform becoming the preferred choice to the global buy,this research focuses on the relationship between external cues of cross-border e-commerce shopping platform and consumers'purchase behaviors.The results show that:external cues of cross-border e-commerce shopping platform has a positive effect on the consumers'perceived security,and the effects of availability and online comments are the greatest;after-sales service is the greatest factor which has a positive effect on the purchase behavior,but the effect of commodity price is not significant;in addition to commodity price,consumers'perceived security plays a mediating role between external cues of cross-border e-commerce shopping platform and purchase behavior.Therefore,it is suggested that the enterprises of cross-border e-commerce shopping platform should improve the retrieval capability for product information and the level of logistics management,construct reasonable management system of after-sales service for cross-border e-commerce shopping platform and shape the optimal combination of external cues of cross-border e-commerce shopping platform to improve the consumers perceived security.
出处
《企业经济》
北大核心
2019年第4期116-122,共7页
Enterprise Economy
基金
国家社会科学基金项目"中国制造2025培育战略性新兴产业路径及统计监测方法研究"(项目编号:18XTJ001)
关键词
跨境电商购物平台
外部线索
感知安全性
购买行为
cross-border e-commerce shopping platform
external cues
perceived security
purchase behavior
作者简介
才凌惠,中南财经政法大学经济学院博士生,研究方向为世界经济;张启尧,东华理工大学经济与管理学院讲师,博士,研究方向为企业经济。
