作者：刘彩霞，李道胜著
页数：91页
出版社：湖南师范大学出版社
出版日期：2020
ISBN：9787564840136
电子书格式：pdf/epub/txt
内容简介
本书稿内容主要分为六部分, 第一部分介绍了中国跨境网购的发展情况, 以及国内外主要的研究情况 ; 第二部分采用案例研究的方法, 研究了亚马逊和Gmarket进入中国跨境电商市场的历程战略, 总结了两种市场模式的优势劣势, 分析了进入中国跨境电商市场的条件 ; 第三部分综述了国内外关于跨境网购研究的主要文献以及研究中的主要变量 ; 第四部分将主要变量感知价值、感知风险、国内网站购物意愿以及国外网站购物意愿之间的关系建立模型和假设 ; 第五部分, 采用了实证研究的方法研究了影响消费者跨境网购平台选择的要素 ; 最后, 就研究的结果给出研究的启示, 理论启示方面发展了消费者行为研究, 管理启示包括企业的启示和政府管理部们的启示两个部分。
目录
CHAPTER ONE INTRODUCTION
CHAPTER TWO CHINESE CROSS-BORDER E-MERCE MARKET …… 6
2.1 Background
2.2 Research Background of Cross-Border E-Commerce
2.3 Case Study Methodology
2.4 Case Analysis
2.5 Conclusions and Implications of the Case Study
CHAPTER THREE LITERATURE REVIEW
3.1 Consumer Cosmopolitanism
3.2 Consumer Ethnocentrism
3.3 Consumer Foreign and Local Website Choice Intention
3.4 Perceived Value
3.5 Perceived Risk ……
CHAPTER FOUR HYPOTHESIS AND RESEARCH MODEL
4.1 Consumer Cosmopolitanism and Cross-Border Online Purchase
Intention
4.2 Consumer Ethnocentrism and Cross-Border Online Purchase
Intention
4.3 The Mediation Effect of Perceived Value
4.4 The Mediation Effect of Perceived Risk
CHAPTER FIVE METHODOLOGY
5.1 Measurement
Sample and Procedure
5.3 Reliability and Validity of the Measures
5.4 Hypotheses Testing
5.5 Structural and Model Analyses
CHAPTER SIX CONCLUSIONS AND IMPLICATIONS
6.1 Conclusions
6.2 Theoretical Implications
6.3 Managerial Implications
6.4 Limitations of Research and Methodological Implications
REFERENCES
APPENDIX QUESTIONAIRE
CHAPTER TWO CHINESE CROSS-BORDER E-MERCE MARKET …… 6
2.1 Background
2.2 Research Background of Cross-Border E-Commerce
2.3 Case Study Methodology
2.4 Case Analysis
2.5 Conclusions and Implications of the Case Study
CHAPTER THREE LITERATURE REVIEW
3.1 Consumer Cosmopolitanism
3.2 Consumer Ethnocentrism
3.3 Consumer Foreign and Local Website Choice Intention
3.4 Perceived Value
3.5 Perceived Risk ……
CHAPTER FOUR HYPOTHESIS AND RESEARCH MODEL
4.1 Consumer Cosmopolitanism and Cross-Border Online Purchase
Intention
4.2 Consumer Ethnocentrism and Cross-Border Online Purchase
Intention
4.3 The Mediation Effect of Perceived Value
4.4 The Mediation Effect of Perceived Risk
CHAPTER FIVE METHODOLOGY
5.1 Measurement
Sample and Procedure
5.3 Reliability and Validity of the Measures
5.4 Hypotheses Testing
5.5 Structural and Model Analyses
CHAPTER SIX CONCLUSIONS AND IMPLICATIONS
6.1 Conclusions
6.2 Theoretical Implications
6.3 Managerial Implications
6.4 Limitations of Research and Methodological Implications
REFERENCES
APPENDIX QUESTIONAIRE
