Research on Use Motivation and Purchase Behavior of Cross-border Imported E-Commerce Platform

Abstract

With the popularity and rapid development of the world's network, Internet technology provides great convenience for people to engage in business activities. Consumers can trade and settle accounts worldwide in a few hours through the Internet. China and South Korea are neighbors with unique and exceptional geographical advantages, and with the constant deepening of the FTA trade agreement since 2014. This research studies the purchase behaviors of Chinese users and consumers on the cross-border platform，G-market in South Korea, using the integrated technical model developed from these theories as the original model. Based on rational behavior theory, planning behavior theory, technology acceptance model and other relevant theories we put forward six core variables including customer perceived value, social factors, public opinion factors, iCuriosity, cultural factors, perceived risks according to the characteristics of cross-border import electricity level. Then, the relationship between these variables and use intention and behavior is analyzed, as well as the influence of controling variables on the model. The initial conceptual model of influencing factors of users’ behaviors of cross-border import e-commerce platform is established to carry out empirical analysis. Carry out escriptive statistical analysis, difference analysis, reliability and validity test with SPSS21 and AMOS21. Moreover，the structural equation model is used to analyze and modify the original conceptual model. This paper takes the cross-border e-commerce platform of G-market in South Korea as an example. The results show that customer perceived value, social factor, Word-of-mouth value, innovation and so on. Cultural factors have a positive effect on purchasing behaviors through positive influence on use motivation while negative impact of perceived risk negative impact on purchasing behavior and use motivation has a direct positive impact on purchasing behaviors. There are typical differences in the behaviors of different consumer groups on cross-border import e-commerce platform. Sometimes they are not familiar with overseas commodities and dare not to buy them. The main reasons to hinder users from using the cross-border import e-commerce platforms can be listed as: the after-sales service of cross-border import e-commerce companies, the problems of counterfeit goods, unnecessary to buy oversea products, unfamiliar with the oversea goods and worry about the problem of counterfeit goods. According to the conclusion of the study, it puts forward some relevant marketing suggestions in order to provide some theoretical guidance for the cross-border trade development of cross-border e-commerce enterprises outside China.