Research on the Influencing Factors of Consumers’ Purchase Intention in Tmall Global Based on TAM Model

Abstract

AbstractIn recent years, with the upgrading of consumption and the policy support for cross-border e-commerce, Business-to-consumer(B2C) cross-border import e-commerce platforms have developed rapidly. Taking Tmall Global as the research object, which is the largest B2C cross-border import e-commerce platform in China, and based on technology acceptance model(TAM), this paper studies the influencing factors of consumers’ purchase intention Tmall Global through questionnaire surveys. The results show that: Perceived product quality and perceived platform service positively affect perceived usefulness, and perceived platform service also has a positive impact on perceived ease of use; Platform image and cultural identity positively affect trust, though cultural identity only has a small impact; Perceived usefulness and trust positively affect purchase intention, and trust has a greater impact. In addition, this study provides some suggestions based on the results, which provide useful guidance for the improvement of the quality of B2C cross-border import e-commerce platforms in China.KeywordsTAME-commercePurchasing