跨境电商平台用户体验对葡萄酒消费者购买意愿的影响——基于山东省的调查

基于山东省的512份有效问卷，构建以体验价值和消费认同为中介变量，双方国家政策为调节变量的理论模型，调查跨境电商平台用户体验对葡萄酒消费者购买意愿的影响。结果表明：用户体验中的功能、产品和服务体验对消费者购买意愿有正向显著影响；体验价值和消费认同在用户体验与消费者购买意愿之间发挥中介作用；双方国家政策正向调节消费认同和消费者购买意愿之间的关系。研究结论为葡萄酒跨境电商平台改善用户体验提供参考。

Effect of cross-border e-commerce platform user experience on wine consumers'purchase intention-based on a survey in Shandong province

Based on 512 valid questionnaires in Shandong province,a theoretical model with experience value and consumption identity as mediating variables and national policies of both parties as moderating variables was established to investigate the effect of cross-border e-commerce platform user experience on wine consumers'purchase intentions.The results showed that the functions,products,and service experience in the user experience had a significantly positive impact on consumers'purchase intentions.The experience value and consumer identity played an intermediary role between user experience and consumer purchase intention.And the national policies of both parties positively regulated the relationship between consumer identity and consumer purchase intention.The conclusion of the study provided a reference for improving the user experience of cross-border e-commerce platforms of wine.