作　　者： (孟勇）; (康博宇）;

机构地区： 上海工程技术大学管理学院,上海201620

出　　处： 《江苏商论》 2017年第7期51-55,共5页

摘　　要： 随着在国外网站购物的消费者数量的增加,跨境电子商务的发展已极具潜力。本文针对"跨境网购意愿"的影响因素展开调查,建立了一个基于信任和风险的消费者行为模型;本文针对模拟的三个反馈场景,调研了912个样本,重点检验了"来自不同国家消费者的信息反馈对上述因素之间相关性的影响"。研究结果表明,在跨境网购时,"风险"和"信任"对购买意愿有影响,但二者受消费者反馈信息的影响相对较小,而其他因素间的相关性则会受到样本组间差异的影响,比如,在含反馈信息的样本组中,对电子商务的"普遍信任"会显著影响消费者对某一具体境外购物网站的信任。 With the increase in the number of consumers shopping in foreign websites, the development of cross-border e-commerce has great potential. This paper investigates the influencing factors of ＂cross-border online shopping intention＂ and establishes a consumer behavior model based on trust and risk. In this paper, 912 samples were surveyed for three simulated scenarios, focusing on＂consumption from different countries The impact of information feedback on the correlation between the above factors. ＂ The results show that ＂risk＂ and ＂trust＂ have an impact on the purchase intention in cross-border online shopping, but the impact of consumer feedback is relatively small, and the correlation between other factors is subject to inter-group differences, For example, in the sample group with feedback information, the ＂universal trust＂ of e-commerce will significantly affect the consumer＇s trust in a particular foreign shopping site.

关 键 词： 跨境网购 消费行为 信任 反馈信息