Research on the Impact of the Website Quality of Cross-border E-commerce on Consumers’ Online Purchase Intention

Abstract

With the accelerating process of economic globalization and the wide application of information technology in recent years, cross-border e-commerce has gradually upgraded to a new way for China's overseas trade. The national government has also successively issued many preferential policies for the development of cross-border e-commerce websites. At the current stage of trade globalization, consumers have more and more channels to contact with overseas products and brands. In order to improve the quality of life, more consumers choose to purchase overseas products such as Haitao (overseas shopping) or Daigou (purchasing on behalf of others). As a result, many formal platforms of cross-border e-commerce have emerged, such as Tmall Global, DU, Vipshop and JD.COM International and other platforms, the promulgation and implementation of international policies on the development of cross-border e-commerce websites, and more and more domestic consumers' demand for overseas goods. Large e-commerce platforms such as Tmall, Netease Koala and JD.COM have launched rich cross-border e-commerce shopping platforms to facilitate consumers to purchase overseas goods. Many consumers have started to switch from the traditional Daigou with high customs clearance risks and long waiting periods to the formal large-scale cross-border e-commerce platform. However, as a new thing, cross-border e-commerce websites still lack of theoretical research and research literature in this field. Which website consumers prefer, the reasons for that and which factors will affect consumers' purchase intention are all in a blank state. Therefore, this paper uses the questionnaire to analyze the impact of cross-border e-commerce website quality on consumers' online purchase intention at this stage, in order to realize the sustainable development of cross-border e-commerce websites and provide more highquality and cost-effective goods for consumers.