摘要 随着互联网和电子商务的发展,跨境电商日趋成熟,消费者对跨境支付的需求也日趋增多,与之俱增的便是跨境支付风险。为提高消费者对跨境支付风险的感知,首先,以大学生群体为主要研究对象并通过调查问卷来收集数据。其次,在此基础上构建消费者对于跨境支付感知风险影响因素的实证模型并进行假设。最后,通过实证研究分析可发现假设并非全部成立。因此根据研究结果对跨境支付风险的防范提出建议,从而更加有效地促进跨境电商的发展。 With the development of the Internet and e-commerce,cross-border e-commerce has become more mature,and consumers'demand for cross-border payment is also increasing,and the risk of cross-border payment is increasing with it.In order to improve consumers'perception of cross-border payment risks,first of all,collect data through questionnaires with college students as the main research object.Secondly,on this basis,construct an empirical model and make assumptions about the factors affecting consumers'perceived risk of cross-border payments.Finally,through empirical research and analysis,it can be found that not all hypotheses are true.Therefore,suggestions are made on the prevention of cross-border payment risks based on the research results,so as to more effectively promote the development of cross-border e-commerce.
机构地区 江苏海洋大学商学院
出处 《江苏商论》 2021年第5期37-40,43,共5页 Jiangsu Commercial Forum
基金 江苏省社会科学基金项目(19GLD005) 江苏省研究生科研创新项目(SJCX20-1189)。
