服装跨境电商平台产品外部线索对购买意愿的影响  

Influence of external leads of apparel cross-border E-commerce platform products on purchase intention

作　　者：高晗 崔筱婷 GAO Han;CUI Xiaoting(College of Fashion and Design,Donghua University,Shanghai 200051,China)

机构地区：[1]东华大学服装与艺术设计学院,上海200051

出　　处：《东华大学学报（社会科学版）》2023年第1期94-107,共14页Journal of Donghua University:Social Science

基　　金：上海市哲学社会科学规划课题“文化产业数字化融合创新及共生生态发展研究”(项目编号:2021ECK001);东华大学中央高校基金重点项目“文化产业数字化融合创新及共生生态战略研究”(项目编号:2022-1-2)。

摘　　要：随着近年跨境进口电商发展迅速,国内不断涌现国外品牌仿冒产品,致使消费者对跨境平台的产品品质产生信任危机。当用户在跨境电商平台上无法接触产品内部属性时,该如何判断产品品质?基于现有的文献研究,分析总结服装跨境电商平台产品外部线索对购买意愿的影响因素,同时结合服装跨境网购特点,并以信任为中介变量、来源国形象为调节变量,构建了产品外部线索对购买意愿影响关系的理论模型。通过问卷调研,验证了几者之间的影响关系。研究发现:除促销线索不对消费者信任产生直接影响效应以外,其余服装跨境电商平台产品外部线索直接并间接影响消费者购买意愿,并且感知价值对信任也具有正向显著影响,来源国形象在信任与购买意愿之间起到正向调节作用。由此,为服装跨境电商平台的产品外部线索完善提出相关营销策略。With the rapid development of cross-border imported E-commerce in recent years,counterfeit products of foreign brands continue to emerge in China,causing consumers to have a crisis of trust in the product quality of cross-border platforms.When users cannot access the internal attributes of products on the cross-border e-commerce platform,how to judge the product quality?Based on the existing literature research,this paper analyzes and summarizes the factors that influence the external clues of apparel cross-border ecommerce products on purchase intentions.At the same time,combining the characteristics of apparel cross-border online shopping,taking the image of the country of origin as the moderating variable,a theoretical model of the influence of external cues on products is constructed.Through questionnaire investigation,based on SPSS statistical analysis software,the influence relationship between several persons was verified.The study found that,in addition to the fact that promotional leads do not directly affect consumer trust,the external leads of other apparel cross-border e-commerce platform products directly and indirectly affect consumers'purchase intentions,and perceived value also has a positive and significant impact on trust.Source country image plays a positive adjustment role between trust and purchase intention.Therefore,this article proposes relevant marketing strategies for the improvement of external clues of apparel cross-border e-commerce platforms.

关 键 词：产品外部线索 购买意愿 信任 感知价值 来源国形象 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]