Research on the Influence of Customer Participation, Perceived Value and Purchase Intention of Cross-Border B2C Online Shopping in China
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Purpose: This paper explores how customer participation makes customer perceived value and thus influences cross-border online shopping consumption behavior. Besides, it also provides some insights on cross-border e-commerce platform in marketing strategy. Composition/Logic: In order to better complete the establishment of the theoretical model, a questionnaire survey was conducted on those who participated in the cross-border B2C platform purchase. A total of 281 questionnaires were collected, and the SPSS23.0 and AMOS21.0 tools were used to sample the data. A Structural equation model was performed for the study. Findings: Information sharing has no significant impact on utilitarian value and hedonic value, but has a significant impact on purchase intention. Responsibility behavior has a significant impact on utilitarian value, but has no significant impact on hedonic value and purchase intention. Interpersonal interaction has a significant impact on the hedonic value and purchase intention, but has no significant effect on the utilitarian value. The utilitarian value and the hedonic value have a significant influence on the purchase intention. Originality/Value: Cross-border B2C e-commerce platform needs more interaction between merchants and customers, because consumers need platforms to provide products and services. Consumers are willing to cooperate with and participate in the business, and the pleasure or actual perceived value can be applied to the full consumption shopping. The process，not only increases the consumer's expectation, but also inevitably influences consumers' willingness to purchase. Businesses should form a new marketing strategy that can interact with consumers in marketing strategies, and constantly adjust their strategies with the goal of consumer demand. By providing customers with high standards of products and services, businesses will be more likely to meet the customer's inner standards so as to form consumer purchase intentions.
Abstract
Purpose: This paper explores how customer participation makes customer perceived value and thus influences cross-border online shopping consumption behavior. Besides, it also provides some insights on cross-border e-commerce platform in marketing strategy. Composition/Logic: In order to better complete the establishment of the theoretical model, a questionnaire survey was conducted on those who participated in the cross-border B2C platform purchase. A total of 281 questionnaires were collected, and the SPSS23.0 and AMOS21.0 tools were used to sample the data. A Structural equation model was performed for the study. Findings: Information sharing has no significant impact on utilitarian value and hedonic value, but has a significant impact on purchase intention. Responsibility behavior has a significant impact on utilitarian value, but has no significant impact on hedonic value and purchase intention. Interpersonal interaction has a significant impact on the hedonic value and purchase intention, but has no significant effect on the utilitarian value. The utilitarian value and the hedonic value have a significant influence on the purchase intention. Originality/Value: Cross-border B2C e-commerce platform needs more interaction between merchants and customers, because consumers need platforms to provide products and services. Consumers are willing to cooperate with and participate in the business, and the pleasure or actual perceived value can be applied to the full consumption shopping. The process，not only increases the consumer's expectation, but also inevitably influences consumers' willingness to purchase. Businesses should form a new marketing strategy that can interact with consumers in marketing strategies, and constantly adjust their strategies with the goal of consumer demand. By providing customers with high standards of products and services, businesses will be more likely to meet the customer's inner standards so as to form consumer purchase intentions.
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