对越出口跨境电商消费者行为研究
Research on Customer Behavior in Cross-border E-commerce for Exports to Vietnam
马孟丽 1姚洣格 1方东雪1
作者信息
- 1. 红河学院经济管理学院 云南蒙自 661199
- 折叠
摘要
中华人民共和国海关总署数据显示,2023年1-10月,我国对越南跨境电商出口交易额达7802.1亿元,并保持向好发展势头,成为稳外贸的重要力量.全面研究越南跨境电商消费者对卖家和跨境平台的信任程度及其购买态度和意愿,可以准确把握其购买心理与行为变化.本文基于技术接受模型和感知价值理论,构建越南消费者跨境电商消费者信任模型,深入探讨越南消费者对跨境电商平台和卖家的信任,并对影响其信任心理与行为的因素及变量之间的作用机理进行研究.研究结果显示:越南跨境电商消费者购物中的外部因素不仅对其感知易用有正向影响,对其感知有用也具有正向影响作用;购物中的感知价值对越南消费者的卖家信任及平台信任也具有正向影响.本文研究结果对跨境电商平台、出口企业、政府间商贸合作等具有一定的参考价值.
Abstract
According to the data from the General Administration of Customs of the People's Republic of China,from January to October 2023,the value of China's cross-border e-commerce exports to Vietnam reached 780.21 billion yuan,maintaining a good momentum of development and becoming an important force to stabilize foreign trade.A comprehensive study of Vietnamese cross-border e-commerce consumers'trust in sellers and cross-border platforms,as well as their purchasing attitudes and willingness,can accurately capture the changes in their purchasing psychology and behavior.Based on the Technology Acceptance Model and the perceived value theory,this paper constructs a consumer trust model for Vietnamese consumers in cross-border e-commerce,deeply discusses Vietnamese consumers'trust in cross-border e-commerce platforms and sellers,and studies the factors affecting their trust psychology and behavior as well as the interaction mechanism between variables.The results show that the external factors of Vietnamese cross-border e-commerce consumers have a positive impact on both their perceived ease of use and their perceived usefulness.The perceived value in shopping also has a positive impact on Vietnamese consumers'trust in sellers and platforms.The results of this study offer important insights and practical implications for cross-border e-commerce platforms,export enterprises,and government-level trade cooperation.
关键词
跨境电商/消费行为/技术接受模型/消费者信任/越南Key words
cross-border e-commerce/consumer behavior/consumer trust/Technology Acceptance Model/Vietnam引用本文复制引用
出版年
2025
NETL
NSTL
万方数据