跨境电商背景下消费者购买意愿的影响因素分析——以农产品类的京东跨境平台为例

• 作者： 李美钰 ¹
• 作者单位：
  1.  浙江财经大学东方学院
• 提交时间：2024-09-23

摘要: 跨境电商是一种新型的电子商务贸易类型，依托现代信息技术与“互联网+”优势，为农产品贸易增添了全新动力。文章基于当下跨境电商环境及其发展趋势。因此，本文以农产品类的京东跨境平台为例，运用MOA(动机、机会、能力)等模型对消费者购买意愿的影响进行分析。通过实证研究和案例分析发现，消费者的购买意愿受到多重因素的影响，包括模型中的三种因素——动机、机会和能力。其中，动机是消费者购买意愿的核心驱动力；机会提供了外部环境支持；能力则决定了消费者能否顺利完成购买行为。京东跨境平台通过提供优质的产品信息、便捷的购物流程和良好的物流服务，提高了消费者的购买意愿，为京东跨境电商平台优化营销策略、提高消费者购买意愿提供了理论支持和指导。

Abstract: Cross-border e-commerce is a new-type e-commerce trade, which relies on modern information technology and the advantages of "Internet+" to add new impetus to agricultural product trade. Based on the current cross-border e-commerce environment and its development trend, this paper takes JD’s cross-border platform for agricultural products as an example and analyzes the impact on consumers’ purchase intention using models such as MOA (motivation, opportunity, and ability). Through empirical research and case analysis, it is found that consumers’ purchase intention is aff ected by multiple factors, including three factors in the model—motivation, opportunity, and ability. Among them, motivation is the core driving force of consumers’ purchase intention; opportunity provides external environmental support; and ability determines whether consumers can successfully complete their purchase behavior. By providing high-quality product information, a convenient shopping process and good logistics services, JD’s cross-border platform has enhanced consumers’ purchase intention. This off ers theoretical support and guidance for JD’s cross-border e-commerce platform to optimize marketing strategies and enhance consumers’ purchase intention.

• 分类： 工商管理学 >> 企业管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第9期
• 引用： PSSXiv:202409.02129 (或此版本 PSSXiv:202409.02129V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.09.084
  CSTR:32012.36.PSSXiv.202409.02129
• 推荐引用方式： 李美钰.跨境电商背景下消费者购买意愿的影响因素分析——以农产品类的京东跨境平台为例.中国商论,2024(9).[DOI:10.19699/j.cnki.issn2096-0298.2024.09.084] (点此复制)