双元技术使用模式对跨境网购意愿的影响研究

打开文本图片集

关键词：跨境电商；外族中心主义；双元技术使用;消费者知情度；平台介入度;购买意愿中图分类号：F724.6；F713.55 文献标识码：A doi:10.3969/j.issn.1672-2272.20250401

Unraveling the Influence of Dual Technology Usage Pattern on Cross-Border Online Shopping Intention

Hu Tingting

(Schoolof Cultural Heritage and Information Management，Shanghai University，Shanghai 2O0444,China)

Abstract：With the continuous advancement of e-commerce information technology and the improvement of online legal systems，an increasing number of global consumers have grown accustomed to purchasing products worldwide through cross-border e-commerce platforms without leaving their homes.Behind the rapid development of cros-border e-commerce，consumers'dual technology usage plays a critical role in their shopping decision-making processes，yet prior research has paid litle atention to this aspect. based on the theory of dual technology usage，this paper constructs a model within the context of cross-border e-commerce to deeply explore the formation process of Chinese consumers‘motivations，behaviors，and intentions in cross-border shopping.Through questionnaire surveys and statistical analysis software，sample data were collected and analyzed，revealing the significant impact of dual technology usage patterns on consumers’willingness to engage in cross-border online shopping，as wellas the moderating role of xenocentrism.Additionally，the study provides practical managerial insights，offering actionable guidance for cross-border platforms and merchants to generate and sustain consumers purchase intentions.

Key Words:Cross-Border E-Commerce；Xenocentrism；Dual Technology Usage；Consumer Informedness；PlatformInvolvement；PurchaseIntention

0 引言

随着数字经济和电子商务的快速发展，跨境电子商务作为一种外贸新动能已然成为我国发展国际贸易、加强对外交流合作的重要途径。（剩余13661字）