网上购物和海淘的流行促进了跨境电商的日趋成熟，这为大众提供了更好的消费渠道和 购买途径。但是目前，跨境网购仍然属于一种较为新颖的消费 模式，了解用户网购意愿的影 响因素一方面有利于消费者心理理论研究成果的丰富，另一方面为跨境电商的经营提供了有 利的指导和借鉴。 本文以跨境电商小红书为研究对象， 从网购感知风险及消费者网购意愿角度，结合跨境 电商小红书经营现状及存在问题，首先假定促销与价格、网购体验感受心理、售前售后服务 态度、供应链物流效能及商品的品 质这五个因素会影响小红书用户网购意愿，并以此建立模 型。其次，在相关理论基础之上设计小红书用户网购意愿影响因素的调查问卷。之后，经过 对问卷数据的收集，利用 SPSS统计软件分析数据，论证假设模型的可行性。最后基于数据分 析论证，得出跨境电商小红书用户的网购意愿影响因素，最终提出提升小红书用户网购意愿 的措施与建议，帮 助案例企业分析内部运作效能，不断提升服务质量与品牌竞争力，获得更 大的经济回报，为时下跨境电商的运作发展提供一定的实践参考价值和理论补充。 关键词：跨境电商， 小红书，网购意愿，回归分析 II Abstract Thepopularityofonlineshoppingandoverseasonlineshoppinghaspromotedtheincreasing maturityofcross-bordere- commerce,whichoffersbetterconsumptionandpurchasechannelsfor thegeneralpublic.However,cross-borderonlineshoppingstillbelongstoarelativelynovel consumptionmodelnowadays.Ontheonehand,tounderstandtheinfluencingfactorsofusers’ onlineshoppingwillingnessishelpfultotheenrichmentofconsumers’ theoreticalresearchon psychology.Ontheotherhand,itprovidesbeneficialguidanceandreferencefortheoperationof cross-bordere-commerce. Basedontheperceivedriskofonlineshoppingandtheonlineshoppingwillingnessof consumers,thispaperregardsthecross-bordere-commerceplatformtheLittleRedBookasthe researchobject,withthecombinationofitscurrentoperationsituationandexistingproblems. Firstly,thispaperassumesthatsuchfivefactorsaspromotionandprice,onlineshoppingexperience psychology,pre-saleandafter- saleserviceattitude,supplychainlogisticsefficiency,and commodityqualitywillinfluencetheLittleRedBookusers’onlineshoppingwillingness,aswellas buildsamodelfromthis.Secondly,onthebasisofrelevanttheories,thispaperdesignsa questionnaireregardingtheinfluencingfactorsoftheLittleRedBookusers’ onlineshopping willingness.Thirdly,throughthecollectionofthequestionnairedata,thispaperusestheSPSS statisticssoftwaretoanalyzethedataanddemonstratethefeasibilityofthehypothesismodel. Finally,thispapersummarizestheinfluencingfactorsofthecross-bordere- commerceplatformthe LittleRedBook’sonlineshoppingwillingnessandputsforwardthemeasuresandsuggestionsto enhancetheLittleRedBookusers’ onlineshoppingwillingnessuponthefoundationofdata analysisanddemonstration.Bydoingso,ithelpsthecasecompanyanalyzeitsinternaloperation efficiencyandcontinuetoupgradeitsservicequalityandbrandcompetitivenessforgreater economicreturns.Ultimately,itaimstoprovideacertainpracticalreferenceandtheoretical supplementfortheoperationanddevelopmentofthecurrentcross-bordere-commerce. Keywords:cross-bordere-commerce,theLittleRedBook,Buyers’purchaseintentions, Regression III 目录 摘 要........................................................................................................................................................... .....................I Abstract..................................................................................................................................................... ....................II 第一章绪 论........................................................................................................................................................... .-1- 1.1研究背 景...................................................................................................................................................-1- 1.2 研究意义...................................................................................................................................................- 1- 1.3研究现 状...................................................................................................................................................-2- 1.4 论文内容安排...........................................................................................................................................-4- 第 二章相关概念与基本理论................................................................................................................................-6- 2.1 跨境电商的概念及特征...........................................................................................................................-6- 2.1.1跨境 电商.........................................................................................................................................-6- 2.1.2跨境电 商的特征类型.....................................................................................................................-6- 2.2网上购物相关理 论...................................................................................................................................-7- 2.2.1网购感知风险理 论.........................................................................................................................-7- 2.2.2消费者网购持续购买意向与 计划行为理论................................................................................-8- 第三章小红书用户网购意愿影响因素的理论分 析..........................................................................................-10- 3.1小红书经营现状及存在问 题.................................................................................................................-10- 3.1.1小红书经营现 状..........................................................................................................................-10- 3.1.2小红书经营存在问 题...................................................................................................................-11- 3.2分析框架构 建.........................................................................................................................................-11- 3.2.1促销与价 格...................................................................................................................................-12- 3.2.2网购体验感受心 理.......................................................................................................................-12- 3.2.3售前售后服务态 度.......................................................................................................................-13- 3.2.4供应链物流效 能...........................................................................................................................-13- 3.2.5商品品 质.......................................................................................................................................-14- 3.3研究假 设.................................................................................................................................................-14- 第四 章小红书用户网购意愿影响因素的实证分析..........................................................................................-16- 4.1问卷设 计.................................................................................................................................................-16- 4.2问 卷基本统计情况.................................................................................................................................-17- 4.3样本统 计描述分析.................................................................................................................................-17- 4.4问卷信度效 度分析.................................................................................................................................-18- 4.4.1问卷的效度分 析...........................................................................................................................-18- 4.4.2问卷的信度分 析..............................................................................................................