중국 국경 간 B2C전자상거래 플랫폼 사용 의도 결정요인 연구

Abstract

Due to the impact of COVID-19, the use of cross-border B2C e-commerce platforms in China has become more active, and as consumers in China become more aware, perceived benefits and perceived value factors are influencing platform use. Based on the value based adoption model(VAM), this study examines the relationship between informativeness and ease of use which are perceived benefit factor, on perceived value and seeks to derive strategic plans to enhance the performance of e-commerce platform use. This study analyzed whether delivery risk has a moderating effect on the relationship between perceived value and intention to use the platform. The results of the study are as follows. First, informativeness and ease of use of the platform have a positive effect on perceived value. Second, the higher the level of perceived value, the higher the intention to use the platform. Finally, delivery risk has a moderating effect on the relationship between perceived value and intention to use the platform. This study suggests that increasing the level of information provision and ease of use within the platform contributes to positive consumer value, and that lowering the risk of delivery is essential to vitalize cross-border e-commerce.