跨境电商领域中下沉市场消费行为的影响因素分析  

Investigation on the Influencing Factors of Consumption Behavior in Sinking Market in Cross Border E-commerce Field

作　　者：曹洁[1] 李贝贝[1] CAO Jie;LI Bei-bei(School of Business,Chuzhou Vocational and Technical College Of Chuzhou,Chuzhou Anhui 239000,Cjina)

机构地区：[1]滁州职业技术学院商学院,安徽滁州239000

出　　处：《齐齐哈尔大学学报（哲学社会科学版）》2023年第7期76-80,共5页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：安徽省教育厅高校人文社会科学研究重大项目(SK2021ZD0107);安徽省教育厅高校人文社会科学重点项目(2022AH052643);滁州职业技术学院社科重点项目(SKZ-2022-04)。

摘　　要：文章通过对跨境电商领域中下沉市场消费行为的影响因素进行实证分析,结果表明:海淘商品价格、消费者偏好、消费限额、物流因素、感知易用性和海淘商品质量六个方面是影响跨境电商领域中下沉市场消费行为的主要因素。并以此为据,提出优化平台设计,提高消费者体验度;增强操作性,提升平台使用感受度;推广关税新政,助力跨境电商健康发展;加强技术保障,增强跨境消费的安全性四方面的对策建议。Through the empirical research on the influencing factors of consumption behavior in the sinking market in the cross-border e-commerce field,the analysis shows that the price of overseas shopping goods,consumer preference,consumption quota,logistics factors,perceived ease of use and quality of overseas shopping goods are the main factors affecting the consumption behavior in the sinking market in the cross-border e-commerce field The countermeasures and suggestions are as follows:high consumer experience;enhancing operability to enhance the platform use sensitivity;promoting the new tariff policy to help the healthy development of cross-border e-commerce;strengthening technical support and enhancing the safety of cross-border consumption.

关 键 词：跨境电商 下沉市场 消费行为 

分 类 号：F724.6[经济管理—产业经济] F126.1