跨境电子商务平台用户购物习惯与消费决策行为实证研究

摘要： 本文旨在探讨跨境电子商务平台用户的购物习惯和消费决策行为。通过对跨境电子商务平台用户的问卷调查和数据分析，本文发现，跨境电子商务平台用户更倾向于购买高品质、高性价比的商品，同时也更注重商品的品牌和信誉度。在消费决策方面，用户更倾向于通过搜索引擎和社交媒体获取商品信息，同时也更注重其他用户的评价和推荐。此外，用户的购物习惯和消费决策行为也受到个人因素、社会因素和文化因素的影响。 关键词：跨境电子商务平台；购物习惯；消费决策行为；品质；品牌；信誉度；搜索引擎；社交媒体；个人因素；社会因素；文化因素 Abstract: This paper aims to explore the shopping habits and consumption decision-making behavior of cross-border e-commerce platform users. Through questionnaire surveys and data analysis of cross-border e-commerce platform users, this paper found that cross-border e-commerce platform users are more inclined to purchase high-quality and cost-effective products, and also pay more attention to the brand and reputation of the products. In terms of consumption decision-making, users are more inclined to obtain product information through search engines and social media, and also pay more attention to the evaluation and recommendation of other users. In addition, users' shopping habits and consumption decision-making behavior are also influenced by personal factors, social factors, and cultural factors. Keywords: cross-border e-commerce platform; shopping habits; consumption decision-making behavior; quality; brand; reputation; search engine; social media; personal factors; social factors; cultural factors.