摘要：近几年，国内电子商务发展地十分迅速，网上购物已经成为了人们最基本的生活需求，人们也渐渐把目光放到了国外的商品上。为了人们的消费需求，茁壮发展的电子商务行业在朝着国外延伸也就是跨境，往着更大的领域寻求突破。因此消费者是这个发展过程中必不可少的环节，为了优化这一环节以及给顾客提供更好的服务体验，跨境电子商务平台和商家要深入地研究人们的跨境电子商务购物消费行为。

此次的研究以SOR理论模型为基础，构建了跨境电子商务顾客购买意愿主要影响因素模型。研究数据的收集是通过李克特五分量表来进行问卷调查获得。运用SPSS19.0统计分析软件对数据进行描述性分析、信效度检验和相关性等分析。研究结果表明，在跨境电子商务的环境下，顾客的主观规范、行为态度和知觉行为控制都正向地影响着其购物意愿。

结合本文结论，提出了以下建议：平台和商家在营销方式上要更注意直接接触群体，以及要注意平台自身以及商品展示信息的优化。

关键词：跨境电子商务； 购物意愿； 网络消费行为

Abstract：In recent years, the domestic e-commerce developing rapidly, online shopping has become the people’s the most basic life demand. People also gradually put eyes on the foreign goods. To meet the needs of the consumers, growing e-commerce industry also in the cross-border development, seek the development in the field of higher, cross-border e-commerce to e-commerce has entered a new era of globalization. Clearly, consumers is one important part in the process, in order to optimize this part and provide customers with better service experience, cross-border e-commerce platform should be further research the cross-border e-commerce consumer behavior of the customer.

The research framework is based on the SOR theory model to construct the main influencing factor model of cross-border e-commerce customer purchase intention. The data collection is obtained through the Likert scale. SPSS 19.0 statistical analysis software was used to analyze the data, test the validity and correlation. The results show that, under the circumstance of cross-border e-commerce, the customer's subjective norm, behavioral attitude and perceptual behavior control positively affect its shopping intention.

 Based on the conclusion, I made the following suggestions: the platform and the merchants should pay more attention to the direct contact group in the marketing mode, and the optimization of the platform itself and the display information of the products.

Keyword: Cross-border e-commerce; Shopping intention; Network consumption behavior

目录

一、 绪论 5

（一） 研究背景及意义 5

1． 研究背景 5

2． 研究意义 5

3． 研究目的 5

（二） 研究方法及技术 5

1． 研究方法 5

2． 技术路线 6

（三） 研究重点及难点 6

二、 跨境电子商务顾客购物意愿主要影响因素模型 6

（一） 研究模型的构建 6

（二） 研究变量的定义 7

1． 间接接触 7

2． 直接接触 7

3． 感知价格 7

4． 感知风险