CROSS-BORDER E-COMMERCE IN CHINA AND CONSUMER PURCHASE BEHAVIOR: LITERATURE REVIEW AND PROSPECTS

Abstract

With the vigorous development of digital economy, cross-border e-commerce is developing very strongly. How to grasp the purchasing behavior of cross-border e-commerce consumers so as to formulate operational strategies and improve their own profitability is an urgent problem for the future development of cross-border e-commerce. Therefore, it is worth paying attention to study cross-border e-commerce from the perspective of consumers' purchasing intention and behavior. It is of great significance to clarify the influencing factors and relationships of cross-border e-commerce consumers' purchase intention and behavior.Based on this, this paper systematically combs and reviews relevant literature from the aspects of theoretical research, the development of cross-border e-commerce, and empirical research on consumers' purchase intention. Finally, summarizing and looking forward to the existing research literature, finding out the shortcomings and gaps in the existing research, so as to determine the future research direction and trend, and provide ideas for regulating the development of cross-border e-commerce industry in reality, which has important theoretical and practical significance.

KEYWORDS：Cross-border e-commerce; Consumer purchasing behavior; Influencing factors; Literature review and prospect