疫情情境下的消费者跨境电商平台购物意向研究  

Research on Consumers Shopping Intentions on Cross-border E-commerce Platforms under the Epidemic Situation

作　　者：辛雪玲 郭承龙[1,2] XIN Xue-ling;GUO Cheng-long(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China;Ali Research Institute,Beijing 100102,China)

机构地区：[1]南京林业大学经济管理学院,南京210037 [2]阿里研究院,北京100102

出　　处：《中国林业经济》2022年第5期75-81,共7页China Forestry Economics

基　　金：阿里研究院2021年活水计划课题“淘宝村产业链及产业集聚与转型的动向与动态研究”(20210728);2022年江苏省大学生创新创业训练计划项目“淘宝村的经济社会效应实证研究”(2022102980292)。

摘　　要：在新冠疫情下,跨境电商平台面临新的挑战和机遇。以TAM和TPA理论为指导,引入疫情政策感知,与感知有用、态度、知觉行为控制和购物意向构建跨境电商平台研究模型,并度量中间变量的路径效应。回收454份有效问卷,实证结果表明:疫情政策感知、态度、知觉行为控制是购物意向的直接解释变量。疫情政策感知对感知有用、知觉行为控制和态度,感知有用对态度和知觉行为控制以及知觉行为控制对态度等均有显著性正向影响。知觉行为控制在U(EPA,PI)、U(EPA,AT)和U(EPA,AT)区间路径效应中发挥主要作用,态度在U(PU,PI)和U(PU,PI)路径效应中发挥着主要作用,广义视角下的路径效应中,态度、知觉行为控制、疫情政策感知和感知有用在广义路径中的效应依次降低。Cross-border e-commerce platforms are facing new challenges and opportunities due to the COVID-19 pandemic.Guided by the TAM and TPA,epidemic policy awareness was introduced to construct a research model with perceived usefulness,attitude,perceived behavior control and purchasing intention.It measured the path effects of intermediate variables.454 valid questionnaires were collected.The empirical results showed that:(1)Epidemic policy awareness,attitude and perceived behavior control were the direct explanatory variables of purchasing intention;(2)Epidemic policy awareness had a significant positive impact on perceived usefulness,perceived behavior control and attitude,perceived usefulness has a significant positive impact on attitude and perceived behavior control,and perceived behavior control has a significant positive impact on attitude;(3)Perceived behavior control played a major role in the interval path effect on U(EPA,PI),U(EPA,AT)and U(EPA,AT).Attitude perceived behavior control played a major role in the interval path effect on U(PU,PI)and U(PU,PI).The effects of attitude,perceived behavior control,epidemic policy awareness and perceived usefulness in the generalized perspective path decreased successively.

关 键 词：疫情 跨境电商 购物意向 

分 类 号：F724.6[经济管理—产业经济]