中国跨境电子商务中俄罗斯买家购买意向建模

摘要

如今，跨境电子商务在全球范围内广泛开展，使传统企业经营的载体向数字化转变。一种新型的消费者由互联网企业所产生，其特点和要求必须考虑到网上卖家。对电子消费者行为的研究可以作为提高跨境电子商务效率的重要基础。本文旨在模拟俄罗斯互联网消费者在感知风险、感知收益和原产地效应（CoO）的影响下在中国网购平台上的行为，并评估对购买意愿的影响。本文采用方法与结构方程模型（SEM）相结合，解释了感知风险、感知收益和原产地效应（CoO）与在线消费者购买意愿之间的依赖关系。研究结果表明，在CoO效应对网购意愿的影响背景下，感知利益对风险的影响显著。一些管理方面的影响已经形成，其可以在实践中实现。

目录

声明

Chapter 1:Introduction

Chapter 2:Literature Review

2.1 Cross-border e-commerce

2.2 E-consumer behaviour

2.3 E-risks and benefits of cross-border e-commerce

2.4 Country of origin effect

Chapter 3:Theoretical approach to the consumer behaviour at foreign online shopping platforms

3.1 Perceived risk, perceived benefit and purchase intention

3.2 Country of origin effect implication

3.3 Valence framework

Chapter 4:Online consumer behaviour at a chinese online shopping platform:hypotheses

Chapter 5:Methodology

5.1 The model

5.2 Adapted research model

5.3 Research design

Chapter 6:Results

6.1 Customers profile

6.2 Confirmatory factor analysis

6.3 Structural model

Chapter 7:Analysis and discussion

Chapter 8:Practical implications

Chapter 9:Conclusions

Chapter 10: Limitations and future research

Appendices

Appendix A Questionnaire

参考文献