以信任为导向的跨境电商服务设计模型

目的 建立跨境电子商务的服务设计模型，以增强跨境电商消费者的信任度和满意度，提升消费者的购物体验。方法 根据利益相关者信任框架模型等理论以及服务流程共提取了16个服务设计要素。依据服务设计要素类别将16个服务设计要素归为4类，建立设计要素与用户信任之间的假设关系，通过量表问卷调研对假设进行验证。结论 13个服务设计要素与用户信任显著正相关，通过虚拟的设计实践验证了以上设计要素对跨境电商信任的作用。

A Service Design Model of Cross-Border E-commerce Based on Trust

The work aims to build a service design model of cross-border e-commerce to enhance cross-border e-commerce consumers'' trust and satisfaction, thereby enhancing the consumers'' shopping experience. 16 service design elements were extracted according to stakeholder trust framework model and service process. According to the categories of service design elements, 16 service design elements were classified into 4 categories and the hypothetical relationship between design elements and user trust was established. The above-mentioned hypothesis was verified by questionnaire survey. Data analysis results show that, 13 of the service design elements are significantly positively correlated with user trust. Finally, the virtual design practice verifies the aforesaid design elements'' role in cross-border e-commerce trust.