Author(s)

Yun-di HE

Corresponding Author

Yun-di HE

Abstract

In the past two years, major cross-border e-commerce platforms have added the function of cross-border e-commerce live, and it has become a new and popular branch of cross-border e-commerce. This article is to study the influencing factors and influencing mechanism of consumers' purchase intention in the context of cross-border e-commerce live, focusing on China Mainland. 215 valid responds were collected by questionnaire. We conducted the mediation regression analysis and revealed All independent variables have a significant positive influence on consumers' purchase intention. Anchor information quality, other consumer information quality, brand image, price preference respectively has a significant positive impact on consumers' purchase intentions. However, the positive impact of service quality on consumers' perceived value is not significant.

Keywords

Cross-border E-commerce live, Purchase intention, Influencing factors, SOR model