Research on the Impact of the Website Quality of Cross-border E-commerce on Consumers’ Online Purchase Intention

With the accelerating process of economic globalization and the wide application of information technology in recent years, cross-border e-commerce has gradually upgraded to a new way for China's overseas trade. The national government has also successively issued many preferential policies for the development of cross-border e-commerce websites. At the current stage of trade globalization, consumers have more and more channels to contact with overseas products and brands. In order to improve the quality of life, more consumers choose to purchase overseas products such as Haitao (overseas shopping) or Daigou (purchasing on behalf of others). As a result, many formal platforms of cross-border e-commerce have emerged, such as Tmall Global, DU, Vipshop and JD.COM International and other platforms, the promulgation and implementation of international policies on the development of cross-border e-commerce websites, and more and more domestic consumers' demand for overseas goods. Large e-commerce platforms such as Tmall, Netease Koala and JD.COM have launched rich cross-border e-commerce shopping platforms to facilitate consumers to purchase overseas goods. Many consumers have started to switch from the traditional Daigou with high customs clearance risks and long waiting periods to the formal large-scale cross-border e-commerce platform. However, as a new thing, cross-border e-commerce websites still lack of theoretical research and research literature in this field. Which website consumers prefer, the reasons for that and which factors will affect consumers' purchase intention are all in a blank state. Therefore, this paper uses the questionnaire to analyze the impact of cross-border e-commerce website quality on consumers' online purchase intention at this stage, in order to realize the sustainable development of cross-border e-commerce websites and provide more high-quality and cost-effective goods for consumers.


Introduction
In recent years, the globalization of trade has developed very rapidly and is getting deeper and deeper.During the period of purchasing goods, consumers no longer consider only domestic products, and many high-quality overseas products are gradually entering into consumers' vision.The first users who dabbled in overseas shopping are limited to Daigou, transshipment companies and backpackers, etc.They have poor logistics experience and long receiving cycle [1] .In recent years, the national government has successively launched a large number of preferential policies, which have led consumers and investment institutions to enter the cross-border e-commerce market one after another.So far, e-commerce cross-border businesses such as Tmall, JD.COM, Pinduoduo and Tik Tok Short Videos have been growing vigorously [2] .According to customs statistics, the total import and export volume of China's cross-border e-commerce in 2021 will reach 16.45 trillion yuan, an increase of 15%, including 1.44 trillion yuan of export, an increase of 24.5%.The Customs Department predicts that the cross-border e-commerce trade volume in China is expected to be 20.5 trillion yuan in 2022.In the import and export department, the proportion of cross-border e-commerce sector has increased year by year [3] .The rapid development of social economy will inevitably lead to increasingly fierce market competition.At this stage, a large number of cross-border e-commerce platforms have sprung up in China.Large e-commerce platforms include Tmall Global, JD.COM Global Shopping, as well as Vipshop, Du, Short Video Live, etc. have very broad development prospects [4] .Consumers are the target group of cross-border e-commerce websites.This group pays high attention to the price and quality of overseas above problems.This paper regards perceived security as an important factor that affects consumers' purchase intention.Goods operated by cross-border e-commerce providers are frequently questioned by users.Generally, bad reviews of a class of products will trigger a crisis of trust on the website as a whole.Therefore, the perceived security is regarded as a test variable of the research model, and hypotheses are put forward: H3: Perceived security of cross-border e-commerce platforms online shopping has a positive impact on consumers' purchase intention.
(3) The impact of subjective norms on consumers' purchase intention Subjective norms directly affect consumers' willingness to spend on cross-border e-commerce websites, and word-of-mouth marketing is to use consumers' subjective norms to form communication influence, so that consumers can know and understand the platform, and then generate consumption willingness and behavior.Crossborder e-commerce websites attach great importance to word-of-mouth impact.The reason is that consumers usually shop around when they buy overseas goods.If they find that the website sells fake products, consumers will question the website [8] .Because consumers are very sensitive to commodity evaluation in the process of purchasing overseas products, therefore, subjective norms directly influence consumers' willingness to purchase.Therefore, the following hypotheses are proposed: H4: Subjective norms can adjust consumers' willingness to purchase products on cross-border e-commerce.(4) The impact of ethnocentrism on consumers' purchase intention Goods sold on cross-border e-commerce websites belong to overseas products, which inevitably leads to collisions with users with strong ethnocentrism.The ethnocentrists prefer Chinese goods, while shoppers on crossborder e-commerce websites are mostly those with less ethnocentrism.Such groups are more inclined to consume high-priced products from abroad.Therefore, ethnocentrism is included in the theoretical research model to test its impact on consumers' purchase behavior, and the following hypotheses are put forward: H5: Ethnocentrism can adjust consumers' purchase intention of cross-border e-commerce websites.

Research model
In the theoretical research on consumers' willingness to purchase online abroad, the most representative model is the TAM technology acceptance model, which is also a commonly used research model.Therefore, based on this model, the research model is defined, as shown in Figure 1.In this paper, each research variable is measured by the following measurement items, as shown in Table 1.

Sample descriptive statistics
Through the paper questionnaire, online questionnaire website survey and star questionnaire, a total of 200 questionnaires were distributed and 169 valid questionnaires were recovered, with a recovery rate of 84.5%.Among the 169 valid samples, 45% are male and 55% are female.Most of the cross-border e-commerce categories are luxury goods, cosmetics or maternal and infant products, etc.Therefore, the survey results are in line with the actual situation.The age percentage of the respondents is 5.9% under 18 years old and 86.5% between the age of 18 and 30.It can be seen that online shoppers are mostly young people.

Correlation regression analysis (1) Correlation analysis
Analyze each variable, verify the correlation of each variable, and conduct correlation tests on consumers' online shopping intention, perceived ease of use, perceived usefulness, subjective norms and perceived security, and ethnocentrism.The results are shown in Table 2.As can be seen from Table 2, the coefficients of perceived ease of use, usefulness and safety to consumers' purchase intention are 0.731, 0.622 and 0.841, all above values are over 0.01, and there is a significant correlation, so H1-H3 are supported.The correlation coefficient between subjective norms and consumers' purchase intention is 0.162, which is greater than 0.05, indicating that the correlation between subjective norms and consumers' purchase intention is not obvious.The correlation coefficient between ethnocentrism and consumers' purchase intention is 0.069, which is not obvious.The reason is that the subjects in the study are mostly cross-border e-commerce shopping groups, which are basically domestic goods neutral, so the sample data is scientific. (

2) Regression analysis
In order to clarify the correlation between various dimensions of cross-border e-commerce website quality and users' intention, regression verification was conducted on the sample data, with consumers' perceived security, perceived usefulness and perceived ease of use as independent variables and consumers' purchase intention as dependent variables, and a regression model was established.Table 3 is the regression analysis data.perceived usefulness is significantly correlated with each variable, and there is a linear positive correlation, thus H1 holds.The adjusted T value of perceived ease of use is 5.323, indicating that external variables explain that perceived ease of use is 53.23%,H2 is supported.Regression analysis of perceived security found that the adjusted T value is 7.628, indicating that the external variable explained the perceived security is 76.28%, assuming H3 holds.The coefficients of subjective norms and ethnocentrism affecting consumers' purchase intention are 0.004 and 0.003 respectively.It can be seen that both consumer ethnocentrism and subjective norms regulate consumers' purchase intention to a large extent.

Research results
This paper empirically analyzes the impact of perceived ease of use, perceived usefulness and perceived security on the purchase intention in the quality of cross-border e-commerce websites, and explores the moderating function of ethnocentrism and subjective norms on consumers' purchase intention, and draws the following conclusions:

H7
Ethnocentrism and subjective norms have different functions in regulating consumers' perceived ease of use.

H8
Ethnocentrism and subjective norms have different functions in regulating consumers' perceived safety.

Support
Through the analysis of the above results, it can be seen that all the hypotheses in this paper are true, and the three dimensions of perceived safety, perceived usefulness and perceived ease of use in the quality of cross-border ecommerce websites are positively affecting consumers' willingness to spend on cross-border grid platforms, i.e. the higher the degree of safety, usefulness and ease of use perceived by consumers in cross-border e-commerce websites, the higher the consumers purchase intention.In addition, consumer ethnocentrism and subjective norms also regulate their purchase intention to a certain extent.Subjective norms have a stronger function in regulating consumer perceived usefulness, while ethnocentrism has a stronger function in regulating consumer perceived safety and ease of use.

Research conclusions
In recent years, the Chinese government has successively issued preferential policies on the development of cross-border e-commerce websites.In addition to the craze for overseas shopping, cross-border e-commerce websites are booming, and consumers are increasingly exposed to cross-border e-commerce websites.However, there are still many consumers who will choose overseas shopping modes such as Daigou and Haitao.These consumers have always been hesitant about cross-border e-commerce websites, or lack trust in cross-border ecommerce websites.It can be seen that cross-border e-commerce websites still have a large development space.Cross-border e-commerce websites mainly sell overseas goods.Therefore, an impact model of consumers' purchase intention is established, which is in line with this study.The relevant mechanism of cross-border e-commerce 10.57030/23364890.cemj.31.1.88website quality on consumers' purchase intention is analyzed through questionnaires.The following conclusions are drawn: (1) Perceived security in cross-border e-commerce website quality positively affects consumers' willingness to spend on cross-border grid platforms; (2) Perceived usefulness in the quality of cross-border e-commerce websites positively affects consumers' willingness to spend on cross-border grid platforms; (3) perceived ease of use in the quality of cross-border e-commerce websites positively affects consumers' willingness to spend on cross-border grid platforms; (4) Consumer ethnocentrism and subjective norms also regulate their purchase intention to a certain extent.Subjective norms have a stronger function in regulating consumers' perceived usefulness, while ethnocentrism has a stronger function in regulating consumers' perceived security and ease of use.

Management strategy
Based on the research conclusions of this paper, combined with the characteristics of domestic cross-border ecommerce websites, this paper puts forward relevant strategies for developing cross-border e-commerce websites: (1) Continuously enhance the utility value of cross-border e-commerce websites As the perceived usefulness of cross-border e-commerce platforms positively affects consumers' purchase intention in the process of shopping, effective methods should be adopted to enhance the utility value of crossborder e-commerce websites, so as to ensure that consumers can have richer value experience and enhance consumers' purchase intention.Cross-border e-commerce platforms continue to increase the categories of products they operate, giving users more choices, rather than just a brand or a country that is often out of stock or off the shelves [9] .Cross-border e-commerce platforms should reduce middlemen channels as much as possible, offer benefits to consumers, sign supply agreements with agents and brand companies in the source countries, and directly purchase goods from the sources.This direct purchase model helps to save middlemen channel costs on the one hand, and on the other hand, it can also provide guarantee for the authenticity of goods and improve the value of the quality and price of goods perceived by consumers.Large enterprises with strong strength can usually control the price initiative and the right to speak.In addition, cross-border e-commerce websites need to provide consumers with efficient distribution services and complete product information, so that it can improve consumers' perceived usefulness in their shopping process, advance consumers' willingness to purchase cross-border grid website products, and ultimately generate consumer behavior.
(2) Streamline the transaction and shopping process of cross-border e-commerce websites In the shopping process of cross-border e-commerce websites, consumers' perceived ease of use positively affects their shopping willingness.Therefore, cross-border e-commerce websites should further optimize and perfect users' shopping links, minimize the rules before consumers' purchase, and simplify the transaction and shopping processes of cross-border e-commerce websites.First, during the period when consumers purchase goods from cross-border e-commerce websites, if there are widespread fake goods, consumers will usually compare the goods due to quality concerns, and the cost consumed in the early stage of purchase is higher.Therefore, crossborder e-commerce platforms need to prominently identify fidelity reports and sources of products sold on the website, thus saving users time and cost for purchase.Cross-border e-commerce websites should follow the principles of simplicity and operability in designing the operation interface, provide users with a convenient retrieval system, and ensure that consumers can quickly search for target commodities [10] .The website interface designed should be capable and concise, and show the transaction process to consumers through illustrations, so as to ensure that consumers do not need to spend too much on learning and time when purchasing for the first time, and provide consumers with a variety of settlement and account login methods to prevent consumers from terminating their consumption due to payment methods or account problems.Streamlining cross-border e-commerce website transactions and shopping processes, enhancing consumers' perceived ease of use, and enhancing their willingness to purchase, thus generating consumer behavior.
(3) Reduce consumers' shopping risk on overseas e-commerce websites In the process of cross-border e-commerce platforms shopping, consumers' perceived security positively affects their purchase intention, so cross-border e-commerce websites should reduce the perceived risk of users in the early stage of purchase.In the commodity details interface, cross-border e-commerce websites should display detailed and complete list of commodity ingredients, commodity parameters and real pictures of commodities.If commodities are imminent, they must be marked conspicuously in the commodity details to prevent unnecessary misunderstanding [11] .In addition, the return and exchange service will be provided to online shopping consumers of overseas e-commerce, and relevant shopping policies such as tariff reimbursement will be provided to them, thus reducing consumers' worries about purchasing products from overseas e-commerce websites.(4) Improve customer stickiness and consumer trust If consumers' willingness to purchase products from overseas e-commerce websites want to be increased, customer stickiness needs to be focused on so that consumers can trust the products on the website.First of all, improve the economic value of the promotion activities to the users.The platform can provide better services and preferential prices to consumers.Although the net profit of the platform will decrease in the short term, it can improve the trust of users and has great attraction to new users.Its potential economic benefits is larger than the profit lost in the short term [12] .Secondly,pay attention to the construction of cross-border e-commerce communities in order to cultivate more sticky consumers.Through the way of question-and-answer community and video live broadcast, it can increase the intimacy between consumers and the platform and pay attention to the stickiness of customers.It can also adopt the marketing model of "community+online celebrity".For example, it can stimulate consumers to buy goods by using high-profile talents such as Da Yanggee and Li Jiaqi, which can greatly improve the platform's activity.
(5) Give full play to the role of word-of-mouth communication The subjective norms of consumers can adjust consumers' willingness to purchase goods from overseas ecommerce websites, and the degree of subjective norms is positively correlated with consumers' willingness to purchase.For ordinary consumers, word-of-mouth evaluation plays a very important role in their purchase decisions in the process of purchasing products from overseas e-commerce websites.During online shopping, consumers are unable to directly contact the products they purchase, especially users who consume for the first time.They lack trust in overseas websites.Many of them refer to product evaluation or recommendation from friends and relatives.Therefore, product evaluation usually determines whether the consumer will purchase products from the overseas ecommerce websites.Consumers generally have the psychology of "paying more for genuine products", thus it can be seen that commodity evaluation has far exceeded the impact of price factors on users' purchase intention [13] .Therefore, cross-border e-commerce websites should strengthen the construction of commodity evaluation system, timely explain and deal with the negative evaluation of commodities, and at the same time display the explanation and solutions of the negative evaluation under the comments to ensure that other users can see the causes of the negative evaluation in time.Therefore, cross-border e-commerce websites can create a good word-of-mouth communication effect for consumers on the basis of ensuring the quality of commodities and truthfulness of information, and avoid negative impact on the development of overseas e-commerce websites.(6) Weaken the source of products and pay attention to brand promotion Consumer ethnocentrism can regulate consumers' purchase intentions in cross-border e-commerce websites, and there is a negative correlation between consumer ethnocentrism and their purchase intention.In spite of the globalization of trade nowadays, more and more consumers have access to overseas goods, and e-commerce websites also provide users with a large amount of information about overseas goods.However, there are still many groups that have traditional ideas.Such consumer groups have strong ethnocentrism.They feel that buying overseas goods represents unpatriotic.Domestic goods are not inferior to overseas products at all.Under the same conditions, consumers with strong ethnocentrism are more inclined to buy domestic goods, although this idea is understandable.However, for overseas e-commerce platforms, such groups also belong to potential consumers.
Winning the trust of such potential consumers is conductive to the operation and development of cross-border ecommerce websites.Therefore, cross-border e-commerce websites should do as the following: if the country of origin has a very poor national image in the minds of consumers, such as hatred among consumers caused by historical problems, cross-border e-commerce websites should weaken the effect of country of brand origin and highlight the quality and content of promotional goods.If the relationship between the two countries is relatively good, then that country can be highlighted and the product content and quality can be publicized.According to the characteristics of the goods, the promotion that are beneficial to the goods is integrated, so that consumers with strong nationalism can also identify with the value of the product, and consumers' assessment of the goods on overseas e-commerce websites is improved, so as to influence consumers' purchase intention.

Research prospects
This study provides feasible suggestions for the development and optimization of cross-border e-commerce websites in combination with cross-border e-commerce websites and factors, which is relatively rare in the current study.Therefore, this study is of great practical significance.Although the moderating variables in this paper are consumer ethnocentrism and subjective norms, the impact of consumers' income, age, education level and gender on their willingness to purchase cross-border e-commerce websites has not been measured.Due to the limited conditions and academic skills, the scientific nature and sample distribution of this research are restricted, so some 10.57030/23364890.cemj.31.1.88849 | P a g e conclusions are less convincing.In the future, more reasonable and scientific variables, such as website attachment, cultural value and trust, need to be added to the model to conduct in-depth research on the impact of cross-border e-commerce websites on consumers' shopping experience.

Figure 1
Figure 1 Research Model

Table 3
Through regression analysis, it is found that the adjusted T value of perceived usefulness is 3.442, i.e. the degree of perceived usefulness explained by external variables is 34.42%.It can be seen that the correlation between 10.57030/23364890.cemj.31.1.88846 | P a g e