Research on Residents' Cross-border E-Commerce Consumption Behavior
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DOI: 10.23977/emsd.2019.036
Corresponding Author
Tengjing Wang
ABSTRACT
This paper studies the characteristics of residents' cross-border e-commerce consumption behavior, as well as the internal factors affecting residents' use of cross-border e-commerce consumption. The empirical results show that the characteristics of cross-border e-commerce platform have a significant impact on consumers' consumption intention. The more reasonable the price of goods and the richer the types of goods is, the stronger the consumers' willingness to use cross-border e-commerce platform for shopping will be. Secondly, the more usefulness consumers perceive, the more willingness consumers will use cross-border e-commerce shopping.
KEYWORDS
Cross-border E-Commerce Consumption, TAM model, logit regression
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