Influence of cross-bordere-commerce platform user experience on clothing consumers purchasing intention
The implementation of the Electronic Commerce Law in 2019 has made the e-commerce platform gradually become the preferred channel for consumers cross-border consumption.Therefore,the research on the impact of the cross-border e-commerce platform user experience on consumers purchase intention is of great significance.Through literature review and analysis,this paper establishes a hypothetical relationship model between user experience,experience value,trust,source country effect and purchase intention from the perspective of users.Based on the questionnaire survey data,the combination of factor analysis and regression analysis is used to empirically verify the relationship and influence between several people.The study found that the four elements of practicality,product,service and association in the user experience are positively affected.Purchase intention;experience value and trust play a mediating role,and experience value positively affects trust;source country effect has a positive adjustment effect between consumer trust and purchase intention.Therefore,this paper combines the current international trade situation and proposes relevant countermeasures for the cross-border e-commerce platform.
cross-border e-commerce platform user experience experience value trust source country effect purchase intention
CUI Xiaoting QU Hongjian
Shanghai University of Engineering Science, Shanghai 201600, China
国际会议
2019上海纺织服装创意创新研究生学术论坛暨第十三届纺织服装创新国际论坛
上海
英文
204-220
2019-10-23（万方平台首次上网日期，不代表论文的发表时间）