The impact of cross-border e-commerce platform’s Integrated marketing communications on consumers purchase intention: the role of trust and perceived value

• Main Authors: YANG,WAN-dERH, 楊涴而
• Other Authors: HSIEH, CHIN-TANG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/pgscf9

碩士 === 國立臺北大學 === 企業管理學系 === 107 === As the digital era coming, internet and smartphones becoming widespread, and the e-commerce begin blooming, the consumers start to trying online shopping. Since ross-border e-commerce platform begin rising, when domestic manufacturers can’t satisfy consumer, they start to do cross-border shopping. Internet can let consumers contact to a lot of internet platform which in different countries, and let some companies which market had saturated in their own country expend abroad, however, each country has a different consumer culture and habits. Therefore, cross-border e-commerce platform should figure out local consumer culture and habits in the beginning. The purpose of this study is to discuss the cross-border consuming behavior in Taiwan. Firstly, discussing cross-border e-commerce platform how to influence consumer’s purchase intention through the integrated marketing communication tools (advertisements, promotions, direct marketing, public relationship). Secondly, discussing cross-border e-commerce platform how to influence consumer’s trust and perception value through the integrated marketing communication tools (advertisements, promotions, direct marketing, public relationship). The last, discussing consumer trust and perceived value how to influence their purchase intention. The analysis tool is SPSS and LISREL statistical software, SPSS is for measuring reliability and descriptive statistical analysis, and LISREL is for establishing linear structural equations and verifying hypothesis. The results of the study indicated integrated marketing communication tools- especially promotions and direct marketing - are significantly influence consumer’s purchase intention to cross-border e-commerce, trust and perceived value also have significantly influence to cross-border e-commerce. In addition, promotion would influence trust and perceived valueo of consumer, but direct marketing would only influence consumer’s trust.