Study on the Driving Factors of Cross-Border Online Consumer Purchase Behaviour

Abstract

In recent years, with the rapid development of cross-border e-commerce, increasing number of domestic consumers prefer to purchase overseas products through cross-border online shopping. On the basis of the technology acceptance model and planning action theory, this paper constructs the driving factor model of cross-border online shopping behaviour and makes empirical analysis. The results show that behavioural attitude has a significant positive effect on purchase willingness, and perceived usefulness and perceived ease of use have positive effects on behavioural attitude. Besides, perceived epidemic, perceived value and convenience have moderation effects on behavioural attitude affecting purchase willingness. Based on these results, this paper believes that the key to improve consumers' willingness of cross-border online shopping lies in their behaviour attitude. The positive behaviour attitude can be improved by improving purchase efficiency and expanding product categories. In addition, strategies such as enhancing promotional activities, increasing publicity of positive information on cross-border online shopping and improving relevant technologies of operation systems are proposed to improve cross-border online consumer purchase behaviour.