I 自营型跨境电商顾客持续使用意愿研究 摘要 随着我国经济的快速发展，人均可支配收入不断提高，我国居民对国外高质 量产品的需求也得到了很大程度的释放。由此，我国线上主营进口产品的自营跨 境电商，例如天猫国际、海囤全球等，在这样的背景下快速发展。与此同时，我 国政府从2013年开始也在不断地出台政策扶持和规范进口跨境电商的发展。可 以说，目前我国自营跨境电商行业竞争激烈，机遇与挑战并存。本文致力于从微 观的角度入手，研究自营跨境电商用户持续使用的影响因素，并为提高客户持续 使用意愿、增强客户粘性提出一系列的建议。 通过对国内外相关文献的梳理和相关理论的回顾，发现以往学者对我国进口 自营跨境电商用户持续使用意愿的研究较为缺乏。本文首先将联合技术接受与使 用模型和信息系统持续使用模型相结合，并加入感知风险和满意度等相关理论， 提出了研究模型和研究假设，选取绩效期望、努力期望、期望确认度、便利条件、 感知风险、社会影响、和满意度和持续使用意愿8个研究变量。通过对297位 具有自营跨境电商购物经验的用户进行了问卷调查，使用结构方程模型和验证 性因子分析方法，得出了影响我国自营跨境电商购物用户持续使用意愿的影响 因素以及各影响因素间的相互关系。本研究结果显示：便利条件显著正向影响 努力期望；期望确认度、绩效期望、努力期望正向影响满意度，其中，期望确 认度显著正向影响绩效期望；感知风险显著负向影响自营跨境电商购物用户的 满意度。便利条件、社会影响正向影响自营跨境电商购物用户的持续使用意愿， 感知风险显著负向影响自营跨境电商购物用户的持续使用意愿。 对自营跨境电商顾客持续使用意愿影响因素的研究不仅可以进一步丰富电 子商务营销理论，而且对于电子商务市场营销的实践具有现实的指导意义。自营 跨境电商企业只有掌握了影响消费者持续使用意愿的因素，才可以对消费者的购 买行为实施一定的影响，最终达到想要的营销目的，提高自营型跨境电商的盈 利能力。 关键字：自营跨境电商；UTAUT；ECM-ISC；持续使用 ABSTRACT III ResearchonCustomers'WillingnesstoContinueUsing Self-operatedCross-borderE-commerce ABSTRACT Withtherapiddevelopmentofourcountry'seconomy,thepercapitadisposable incomeiscontinuouslyincreasing,andthedemandofourresidentsforforeign high-qualityproductshasbeenreleasedtoagreatextent.Asaresult,China'sonline self-operatedcross-bordere-commercecompanies,suchasTmallInternational,which mainlydealwithimportedproducts,aredevelopingrapidlyundersuchabackground. Since2013,theChinesegovernmenthasalsobeenissuingpoliciestosupportand regulatethedevelopmentofcross-bordere-commerceimports.Itcanbesaidthatat present,China'sself-operatedcross-bordere-commerceindustryishighlycompetitive, withbothopportunitiesandchallenges.Thispaperisdedicatedtostudyingthefactors thatinfluencetheself-operatedcross-bordere-commerceproviderstomaintainusers' long-termuse. Basedonthereviewofrelevantliteraturesandtheoriesathomeandabroad,itis foundthatthereisalackofresearchonthewillingnessofself-employedcross-border e-commerceuserstocontinuetouse.Firstly,thispapercombinesthejointtechnology acceptanceandusemodelwiththeinformationsystemcontinuoususemodel,and addsrelatedtheoriessuchasperceivedriskandsatisfaction,andputsforwardthe researchmodelandresearchhypothesis,selecting8researchvariablessuchas performanceexpectation,effortexpectation,expectationconfirmationdegree, conveniencecondition,perceivedrisk,socialimpact,satisfactionandcontinuoususe willingness.Throughaquestionnairesurveyof297userswithself-operated cross-bordere-commerceshoppingexperience,usingstructuralequationmodeland confirmatoryfactoranalysismethod,thispaperobtainstheinfluencingfactorsof self-operatedcross-bordere-commerceshoppingusers'willingnesstocontinueusing andtheinterrelationamongtheinfluencingfactors.Theresultsofthisstudyshowthat: convenienceconditionssignificantlypositivelyaffecteffortexpectation; Expectationconfirmation,performanceexpectationandeffortexpectationpositively affectsatisfaction,amongwhichexpectationconfirmationsignificantlypositively 华北水利水电大学硕士学位论文 IV affectsperformanceexpectation;Perceivedrisksignificantlynegativelyaffects self-employedcross-bordere-commerceshoppingusers'satisfaction.Convenienceand socialinfluencepositivelyaffectthesustainableusewillingnessofself-employed cross-bordere-commerceshoppingusers,whileperceivedriskssignificantly negativelyaffectthesustainableusewillingnessofself-employedcross-border e-commerceshoppingusers. Thestudyonthefactorsinfluencingthepurchaseintentionofself-owned cross-bordere-commercecannotonlyenrichthetheoryofe-commercemarketing, butalsohavepracticalsignificanceforthepracticeofe-commercemarketing. SELF-OPERATEDCROSS-BORDERE-COMMERCEenterprisescanexertcertain influenceonconsumers'purchasebehaviorbymasteringthefactorsthatinfluence consumers'purchaseintentionandcontinuoususebehavior,andfinallyachievethe desiredmarketinggoal,enhancingtheprofitabilityofcross-bordere-commerce. KEYWORDS:self-operatedcross-bordere-commerce;UTAUT;ECM-ISC; Continuoususe 目录 I 目录 摘要.......................................................................................................................I ABSTRACT.........................................................................................................III 1绪论.....................................................................................................................1 1.1研究背景..................................................................................................1 1.2研究意义..................................................................................................2 1.2.1理论意义.......................................................................................2 1.2.2现实意义......................................................................................2 1.3研究内容与方法......................................................................................3 1.3.1论文结构安排..............................................................................3 1.3.2研究方法......................................................................................3 1.4主要创新点与难点.................................................................................4 1.4.1主要创新点..................................................................................4 1.4.2难点与拟采取的措施..................................................................4 2文献综述与理论基础.........................................................................................5 2.1自营型跨境电商相关研究综述..............................................................5 2.1.1跨境电商的分类...........................................................................5 2.1.2自营跨境电商的研究综述...........................................................7 2.2关于持续使用意愿的相关研究..............................................................8 2.3文献评述..................................................................................................9 2.4相关理论基础..........................................................................................9 2.4.1联合技术接受与使用模型（UTAUT）....................................9 2.4.2期望确认模型.............................................................................10 2.4.3持续使用模型.............................................................................12 2.4.4感知风险理论.............................................................................13 3自营型跨境电商顾客持续使用影响因素分析...............................................15 3.1自营型跨境电商发展现状....................................................................15 3.1.1进口跨境电商的概况.................................................................15 ..............................................................................................................17 3.1.2自营跨境电商的特点.................................................................18 3.1.3自营跨境电商的运作流程.........................................................19 3.1.4典型的自营跨境电商介绍.........................................................20 3.2自营型跨境电商用户持续使用影响指标选取............................................22 华北水利水电大学硕士学位论文 II 3.2.1已有的研究中使用的影响指标............................................