Author(s)

Tengjing Wang

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