摘    要 随着互联网的快速发展，国民收入水平和购买力的提升，人们对于种类丰富、品质优良的境外商品的需求日益增加。在投资者和政府政策的大力支持等种种影响因素下催生了许多跨境电商平台。面对如此日渐激烈的市场竞争，通过分析影响消费者跨境电商平台选择的因素，帮助平台从自身出发，找到更好的营销方式，提高平台营销效率，提升用户体验，增加用户粘性，促进平台长久持续发展，这也是本文研究的出发点所在。85185

本文通过问卷调查的形式收集数据，通过研究感知有用性、感知易用性、感知安全性、个人主观感受四个维度对用户选择意愿的影响。通过相关和回归分析，证实这四个因素对用户的选择意愿有正向影响作用，这也证实了最初的假设都成立。最后通过研究结果，给跨境电商平台的发展提供可行性建议。

  ABSTRACT：With the rapid development of Internet, the level of national income and purchasing power has increased, people for variety, good quality of goods outside the territory of the people's demand is increasing。 The investors and the government's policy support has given rise to many under various influence factors such as cross-border electric business platform。 Face the increasingly fierce market competition, so by analyzing the factors influencing consumer cross-border electric business platform choice, help from its own platform, find a better way of marketing, improve the efficiency of marketing platform, improving the user experience, increase user stickiness, promote the sustainable development of the platform for a long time and the starting point of this is also in this paper。

In this article, through the form of a questionnaire survey to collect data, through the study of perceived usefulness, perceived ease of use, perceived security, personal subjective feeling four dimensions affect the will of the user to select。 Through the correlation and regression analysis, confirmed the four factors on the user's choice will have a positive impact, which confirmed the original hypothesis is established。 Finally, the results of the study, provides feasible Suggestions to the development of cross-border electric business platform。

毕业论文关键词：跨境电商； 感知模型； 选择意向

Keyword: Cross-border  e-commerce； Perception model； Chioce intention；

目    录

1。引言 5

1。1研究背景 5

1。2研究意义 5

1。3研究内容与方法 5

2。理论分析和研究假设 6

2。1理论概念 6

2。1。1跨境电商的定义 6

2。1。2跨境进口电商平台分类 7

2。1。3技术接受模型 7

2。2研究假设与研究模型 7

2。2。1问卷变量界定 7

2。2。2研究假设 8

3。问卷设计与样本概述 8

3。1变量的测量 9

3。2 样本概述 9

4。 数据分析与研究结论 10

4。1描述性分析 10

4。2样本的信度分析 12

4。3样本的效度分析 13

4。4样本的相关源Q于W优H尔J论K文M网WwW.youeRw.com 原文+QQ75201.,8766 分析