跨境电商如何“生根开花”——以正大集团为例的电商消费影响因素ISM分析

How Cross Border E-Commerce “Roots and Blooms”—ISM Analysis of the Factors Influencing E-Commerce Consumption Using Zhengda Group as an Example

摘要: 跨境电商在当下的进口业务中扮演着至关重要的角色，它不仅极大地促进了国际贸易的便利化和多样化，还为消费者提供了前所未有的商品选择和购买便利。本研究以正大集团为例，通过问卷调查、相关分析、ISM模型构建，探讨跨境电子商务消费者购买意愿的影响因素。研究显示，绝大多数消费者持有购买跨境电子商务的意愿。此外，针对跨境电商消费意愿的影响因素，构建跨境电商消费意愿影响因素指标体系。本文运用ISM模型，将影响因素指标分解成表层影响因素、中间层影响因素和深层影响因素，论证了跨境电商消费意愿及影响因素间的关联关系和层次结构。最后根据上海消费者的跨境电商选择因素，识别正大企业在跨境电商方面的改进机会或潜在市场，并提出企业发展建议。

Abstract: Cross border e-commerce plays a crucial role in current import business, not only greatly promoting the facilitation and diversification of international trade, but also providing consumers with unprecedented commodity selection and purchasing convenience. This study takes Zhengda Group as an example to explore the influencing factors of cross-border e-commerce consumer purchase intention through questionnaire survey, relevant analysis, and ISM model construction. Research shows that the vast majority of consumers hold a willingness to purchase cross-border e-commerce. In addition, an index system of influencing factors on cross-border e-commerce consumption intention is constructed to analyze the determinants of consumer willingness in cross-border e-commerce. This article uses the ISM model to decompose the influencing factor indicators into surface influencing factors, intermediate influencing factors, and deep influencing factors, and demonstrates the correlation and hierarchical structure between cross-border e-commerce consumption willingness and influencing factors. Finally, based on the factors that Shanghai consumers choose for cross-border e-commerce, identify improvement opportunities or potential markets for Zhengda Enterprises in cross-border e-commerce, and propose suggestions for enterprise development.