| Summary: | 碩士 === 國立政治大學 === 資訊管理學系 === 104 === E-commerce is now crossing national borders, and business is seeking new opportunities directly into overseas markets. Recent survey shows that the trend of cross-border online shopping is increasing year by year. How to retain oversea consumers is challenging to enterprises. To solve the problem, this study is looking for factors which will affect the purchase intention of consumers in cross-border online shopping.
This study tried to examine the values of cross-border online shopping which consumers have experienced by empirical research. The unified theory of acceptance and use of technology (UTAUT) is taken as the basis of this study, and it was largely transformed to a new model combing other issues about e-commerce. Divided into four domains, “buyer factors”, ”seller factors”, “social factors” and “environmental factors” are examined in this study. “Gender”, “age”, “income” and “product type” are considered to cause moderating effects on the influence between those factors and purchase intention. The result indicates that consumers with high hedonic shopping orientation or high economic orientation show high purchase intention of cross-border online shopping. Consumers are proved to focus on shopping convenience and making good deals. Finally, moderators do have moderating effects on the relationship between purchase intention and some specific constructs.
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