Abstract
Cross-border e-commerce(CBRC) is increasingly affecting the value of traditional trade due to its rich variety, convenient operation, and free of time and space restrictions, and has also changed the consumer's Shopping habits. However, the development of CBEC still faces many problems, resulting in domestic consumers' willingness to consume on CBEC platforms is not high. Based on the above background, the research content of this paper is the influence of consumer trust on purchase intention based on perceived risk of CBEC platforms. In this paper, a questionnaire survey is used to collect data for simulation. The results show that from the regression results of the five dimensions of trust on purchase intention, the adjusted R2 is 0.466, indicating a high degree of fit. When the exploratory value in perceived promotional gains is high, it will leave consumers in an irrational state and weaken the perception of risk.
Highlights
Trade globalization is developing at a rapid pace, and has a very high degree of depth
Based on the above background, the research content of this paper is the influence of consumer trust on purchase intention based on perceived risk of CBEC platforms
The channels for consumers who were involved in Haitao to obtain overseas products were limited to traditional transfer companies, human backpackers, and purchasing methods, but poor logistics experience, frequent half-month receiving cycles, and high Logistics costs are prohibitive for many people
Summary
Trade globalization is developing at a rapid pace, and has a very high degree of depth. The channels for consumers who were involved in Haitao to obtain overseas products were limited to traditional transfer companies, human backpackers, and purchasing methods, but poor logistics experience, frequent half-month receiving cycles, and high Logistics costs are prohibitive for many people. Due to the relatively new rise of CBEC platforms, the perspective of foreign scholars often falls on the enterprise level (Humair et al, 2016; Wang et al, 2017). The development of domestic CBEC is relatively new. Shunfeng optimization, Jumei premium products, tiantianguoyuan and other enterprises officially carry out CBEC business for a short time. Scholars mostly analyze and comb from macro policies, and lack of research on CBEC platforms from the perspective of consumers (Agrawal & Fox, 2016; Wang et al, 2018).
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