Analysis on the influencing factors of cross-border E-commerce website users' purchase intention

Abstract

This study takes TMALL International platform as an example to analyze the relevant factors affecting consumers' purchase intention in cross-border e-commerce websites, and formulate targeted e-commerce marketing countermeasures to promote the sustainable development of cross-border e-commerce industry. At the present stage, which factors play a decisive role in the willingness and acceptance of users of cross-border e-commerce platforms is the key issue studied by e-commerce enterprises. The competition in the cross-border e-commerce market is fierce, with various enterprises competing for market share and racking their brains to expand new consumers on the basis of retaining old customers. The conclusion of this research is as follows: perceived usefulness, ease of use and security all have a positive impact on the purchase intention, and among the dependent variables that have an impact on the purchase intention of consumers, perceived security has the greatest impact. Perceived trust also has a positive impact on the purchase intention of users. The intermediary variable perceived trust has a mediating effect on the purchase intention among the security and usefulness variables, which is consistent with the reality. This is because TMALL International will hold relevant marketing activities to stimulate consumers' shopping, and at the same time enhance users' trust and shopping security.