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随着我国跨境电商的快速发展和自贸区政策的落实,跨境进口零售行业迅猛发展,越来越多的消费者通过海外代购采购境外商品。然而,相对于传统的国内网络购物,在跨境网络购物中,随着跨境电商新模式的不断出现,购物渠道更为多样化,但往往也为消费者带来更多风险。在跨境网购中,影响消费者购买意愿的因素比传统网购更为复杂。因此,要想在跨境进口零售电商市场上获得有利的竞争地位,就要对跨境进口零售电商中消费者的购买意愿及其影响因素有更完整、更清晰的认识。
With the rapid development of cross-border e-commerce in our country and the implementation of FTA policies, the import and export of cross-border retail industry has developed rapidly. More and more consumers purchase overseas goods through overseas purchasing agencies. However, with the advent of new modes of cross-border e-commerce and more diversified shopping channels, cross-border online shopping often brings more risks to consumers than traditional domestic online shopping. In cross-border online shopping, the factors that affect the willingness of consumers to purchase are more complicated than the traditional online shopping. Therefore, obtaining a favorable competitive position in the cross-border retail e-commerce market requires a more complete and clearer understanding of consumers’ willingness to purchase and their influential factors in cross-border retail e-commerce.