Main Article Content
The purpose is to provide a reference for the sustainable development of cross-border e-commerce (Electric-Commerce) through theoretical and empirical analysis of consumer behavior and consumer psychology. First, the influence of consumer trust on e-commerce is discussed, a consumer trust index system is proposed, and a theoretical model of trust on purchase intention is constructed. The model analysis proves that consumer trust can determine purchase intention. To observe consumer trust from multiple dimensions, trust is decomposed into four dimensions: privacy protection, information quality, security protection, and platform reputation. Then, the key factors of consumer loyalty are determined for cross-border e-commerce platforms, and a corresponding theoretical model is established. Further, consumers aged between 20~40 years are sampled for empirical analysis from a typical cross-border e-commerce platform, and their basic information, consumer trust, consumer loyalty, and purchase intention are investigated through QS (Questionnaire Survey). Finally, 210 valid QSs are collected and analyzed. SPSS correlation analysis suggests that consumer trust is positively correlated with consumer loyalty and purchase intention. In the trust variables, privacy protection, security protection, and platform reputation have a significant impact on consumer purchase intention. Among the factors of consumer loyalty, the coefficient of commodity perception is the largest, and commodity perception and consumer trust are positively correlated. Therefore, to maintain the sustainable development of cross-border e-commerce, consumer trust should be strengthened, together with consumer privacy protection. Meanwhile, the information quality of the platform should be enhanced, and consumer loyalty should be upheld at a high level. The results have some practical significance for improving consumers’ purchase intention and promoting the sustainable development of cross-border e-commerce platforms.