驱动消费者通过跨境电商购物的影响因素  

Influential Factors that Drive Consumers to Consume through Cross-border E-commerce

作　　者：宋爱晶[1] SONG Aijing(School of Economics and Management,Yunnan Normal University Kunming,Yunnan 650504)

机构地区：[1]云南师范大学经济与管理学院,云南昆明650504

出　　处：《中国商论》2022年第20期27-30,共4页China Journal of Commerce

摘　　要：本文旨在探究驱动消费者通过跨境电商购物的影响因素,通过总结对欧美主要市场的消费者调查报告发现,电商平台的快速发展及技术的不断更新疏解了阻碍消费者跨境购物的瓶颈问题,如支付和物流,为消费者的购物体验提供了有力保障。除以上有利的外部因素外,从消费者内在驱动力来看,寻求有竞争力价格的商品及商品多样化的选择起到了至关重要的作用,寻求高质量的产品也是消费者的重要诉求。This paper aims to explore the influencing factors that drive consumers to consume through cross-border e-commerce.By summarizing consumer survey reports on major markets in Europe and the United States,it is found that the rapid development of e-commerce platforms and the continuous updating of technologies have eased bottlenecks that hinder consumers'cross-border shopping,such as payment and logistics,providing a strong guarantee for consumers'shopping experience.In addition to the above favorable external factors,from the perspective of the internal driving force of consumers,the search for products with competitive prices and the choice of diversified products play a crucial role,and the search for high-quality products is also an important requirement of consumers.

关 键 词：跨境电商 B2C 电商平台 商品多样化 物流配送 

分 类 号：F724.6[经济管理—产业经济]