Research on the cross-border shopping behavior of consumers based on TAM model and perceived risk
- 10.2991/emehss-18.2018.1How to use a DOI?
- TAM model, perceived risk, cross-border shopping, consumer behavior
With the popularization of the Internet, shopping online has gradually become a new channel of shopping. Compared with the traditional shopping method, shopping online has the advantage of being free of time and space limitation, low price, complete and rich commodity information, so the online retail industry is developing rapidly. In China, consumption level and consumption concept are constantly improving, and the chain of cross-border ecommerce has been improved gradually, with related policy and principles introduced by country in succession, more and more Chinese consumers are familiar with the cross-border e-commerce. At the same time, cross-border shopping risk is an important restriction factor of consumer behavior, the research on the cross-border shopping behavior of consumers will help the cross-border e-commerce development rapidly. This article presents a new model for studying consumer behavior based on the review of TAM model and related theories, perceived risk theory and consumer shopping behavior, and it will add the cross-border shopping experience, consumer language ability and consumer perception risk into the mode combining with the particularity of the cross-border shopping process, which will improve the explanatory power and predictive power of the model on cross-border shopping behavior of consumers, laying a good theoretical foundation for future empirical research.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Huili Ye PY - 2018/03 DA - 2018/03 TI - Research on the cross-border shopping behavior of consumers based on TAM model and perceived risk BT - Proceedings of the 2nd International Conference on Economics and Management, Education, Humanities and Social Sciences (EMEHSS 2018) PB - Atlantis Press SP - 1 EP - 5 SN - 2352-5398 UR - https://doi.org/10.2991/emehss-18.2018.1 DO - 10.2991/emehss-18.2018.1 ID - Ye2018/03 ER -