跨境电商平台用户体验对服装消费者购买意愿的影响——基于来源国形象的调节作用

2019年《电子商务法》的实施使跨境电商平台成为跨国消费的首选渠道,因此,研究跨境电商平台用户体验对购买意愿的影响具有重要意义。文章通过文献梳理和分析,设立了用户体验和购买意愿之间的假设关系模型。基于问卷调研数据,采用因子分析和回归分析相结合的方法,实证验证了几者之间的关系及影响。研究发现:用户体验中实用、产品、服务、关联四项要素正向影响购买意愿;体验价值和信任度起到中介作用,且消费者体验价值正向影响信任度;来源国形象在信任度和购买意愿之间具有正向调节作用,由此为跨境电商平台提出相关对策建议。

Influence of cross-border e-commerce platform user experience onclothing consumers’purchasing intention: modulationbased on the image of origin country

The implementation of the E-Commerce Law in 2019 has made cross-border e-commerce platforms become the preferred channel for cross-border consumption.Therefore,it is of great significance to study the impact of cross-border e-commerce platform user experience on purchase intention.Based on review and analysis of literatures,a hypothetical relationship model between user experience and purchase intention is established.Based on the questionnaire survey data,the relationship between and influence on each other of the indicators are empirically verified by combining factor analysis and regression analysis.The research findings show that the factors of practicality,product,service and association in user experience positively affect the purchase intention;experience value and trust degree play a mediating role,and consumer experience value positively affects trust degree;the image of origin country has a positive regulating effect between trust degree and purchase intention.On this basis,relevant countermeasures and suggestions for cross-border e-commerce platform are proposed herein.