In recent years, with the continuous development of Internet technology and the deepening of economic globalization, cross-border e-commerce has become a new international trade model and an important growth point of foreign trade. With the popularity of international trade, domestic consumers have a deeper understanding of foreign products and brands and willingness to purchase, but at this stage, cross-border e-commerce transactions are not as close to domestic online shopping, and a few have business opportunities. PortUnity is the first among overseas consumers and some avant-garde consumers with a sense of consumption. Most people have not yet reached real cross-border e-commerce, so cross-border e-commerce has broad development potential on a global scale. As a high-tech field, cross-border e-commerce has few relevant theories and literature. Therefore, this article aims to explore the influencing factors of consumer purchase intention of cross-border e-commerce based on a wireless network and machine learning and to provide decision support for the management and operation of e-commerce in order to promote the better development of cross-border e-commerce. This article analyzes the influencing factors of consumers' intention in cross-border e-commerce shopping by combining literature research and empirical research. With the support of wireless networks and machine learning, perceptual-based ease of use and perceived usefulness of the original TAM, the individual influencing factors of cross-border e-commerce consumers' purchase intention and e-commerce platform factors are summarized according to the characteristics and technology acceptance model of cross-border e-commerce. In this questionnaire survey, the author fully explored the survey value of each respondent, and all the 100 questionnaires were successfully recovered, with a 100% utilization rate of data. The research results of this article show that in addition to the originally perceived usefulness and perceived ease of use, consumers' income level, education level, age, gender, service, safety index and price of cross-border e-commerce platform, and other factors also affect the cross-border consumption frequency of consumers.
1. The Introduction
Since the 1980s, China has become increasingly connected with various economies in the world, and commercial trade has become more and more frequent. Correspondingly, in recent years, China's e-commerce trade has also developed rapidly, and various policies have been issued to support the development of cross-border e-commerce enterprises . More and more traditional enterprises have started to enter the industry, fully driving the rapid growth of the economic index [2–4]. According to statistics, just in 2018, the overall transaction scale of cross-border e-commerce in China reached an astonishing 4.3 trillion yuan, with a year-on-year growth of 37%, and the transaction volume of imported e-commerce also reached 723.7 billion yuan . With the increasingly close links between countries, cross-border e-commerce is showing a trend of booming development [6, 7]. Relevant surveys indicate that about 75% of online shoppers in China have ever intended to buy or browse goods provided by cross-border e-commerce companies . Furthermore, some surveys indicate that about 30% of domestic e-commerce companies or self-employed people intend to engage in cross-border e-commerce . The development of the Internet has also driven the development of Internet-related industries, among which the most important contributor is e-commerce. China has a big population and a huge amount of online consumption. At the present time, many consumers in China reached an astonishing 500 million, ranking first in the century with great advantages [10–12]. At the international import expo held in 2018, China stated its position of continuing to open up to the outside world. Therefore, in the foreseeable next decade, China's e-commerce revenue and expenditure will inevitably keep growing [13–16]. Compared with the previous closed period, the country is more concerned about the improvement of people’s living standards at this stage. People’s demand for consumer goods has changed from only pursuing usability in the past to focusing on the quality of goods. To put it simply, there are more and more consumer groups focusing on high-quality products in the international market . In fact, since the outbreak of 2008 domestic milk time, the cross-border electricity showed powerful security advantages; this is mainly because the domestic consumer demand upgrade helped cross-border e-commerce development and the economic contacts between our country and trading nation culture also influence each other, thus affecting people's consumption idea [18, 19]. After decades of development and evolution, cross-border e-commerce has changed from overseas personal online shopping in the past to today’s e-commerce platform resale, gradually overcoming the problems of the past trading methods, for example, product quality problems cannot be guaranteed , consumers cannot purchase goods as they wish, the delivery period is too slow, and the handling fee is too high. Nowadays, the experience of cross-border e-commerce consumers has been gradually improved and expanded [20, 21]. In view of this background, this article intends to conduct a comprehensive analysis and study on the factors influencing the purchase intention of cross-border e-commerce consumers when they engage in consumption activities from the perspective of consumers.
It cannot be ignored that data and communication security is paramount in the communication of many networks . Because there are so many risk factors on the Internet, targeted measures must be taken to prevent leaks. First, if multiple networks are not allowed to communicate with each other, the host with multiple network cards is not allowed to install routing and data exchange protocols, let alone configure related protocols. Second, users connected to this computer cannot actively connect to other networks through this software. Finally, when transmitting data, the data must be processed, as required, to enhance security. Due to the early start of information and the long development of e-commerce in foreign countries, foreign scholars have studied cross-border e-commerce earlier. Among them, foreign scholars have pointed out that cross-border e-commerce can play a very important role in promoting international trade . Paul Krugman took the iceberg model as a research method and studied the impact of e-commerce on international trade by combining e-commerce with the international trade model . Research showed that e-commerce can affect the price of products, corporate profits, product production, and global trading volume. Martens and Turlea in the 27 EU Member States of Consumer Research Data, and by constructing B2C e-commerce, analyzed the data collected by the cross-border commercial model and concluded that the electronic payment system, the accounting model, and cost-effectiveness are the main reasons for the impact of cross-border e-commerce growth on the conclusion; they also suggested, through perfect laws and regulations, refinement of the financial system and parcel delivery method to improve the speed of cross-border e-commerce [25–27].
Experts at home and abroad also have many studies on the purchase intentions of cross-border e-commerce customers. Wang believed that my country has certain advantages compared with other countries. For example, my country has international e-commerce platforms such as Alibaba, which can be used at the same time. There are also many electronic payment methods, and the cost of various express logistics is relatively low. Cai Jing believed that cross-border e-commerce has reduced operating costs, broadened overseas marketing channels, and helped small- and medium-sized enterprises to go global. It has gradually become a new trend in my country's import and export trade. Xu analyzed the management of the cross-border online shopping market from the Chinese government and found that my country is gradually liberalizing the cross-border e-commerce market and has provided policy support and improved relevant laws. MOU proposed a research model of CBEC purchase intention and, from the perspective of psychology, studied the impact of product description and participation on purchase intention in the cross-border e-commerce (CBEC) environment. The research model was tested using structural equation modeling technology based on covariance. As a result, high-quality product description has no obvious positive influence on purchase intention but has an obvious positive influence on product cognition, product emotion, platform persistence, and platform contextuality. In addition, product emotional participation, platform persistent participation, and platform contextual participation all have a significant positive impact on purchase intention, but this effect is not significant in the relationship between product cognitive participation and purchase intention. The research method has ambiguity. These studies provide some references for this article, but due to the imperfect samples and methods of the study, it is difficult to reproduce the study.
In recent years, due to the rapid economic development and the continuous and in-depth development of foreign trade, domestic experts and scholars engaged in e-commerce research have also done a lot of research. For example, Professor Wang Xingping explained the development status of cross-border e-commerce and third-party payment and put forward the theory that strengthening risk management and control pilot management can promote the healthy and stable development of e-commerce . From the perspective of the rapid development of global e-commerce, Zhang Xiaheng pointed out that the main factors affecting China's e-commerce are marketing factors, social and cultural factors, logistics, e-commerce platforms, payment methods, tariffs, and six major factors. For recommendations related to the development of e-commerce , Yuan Xuli, a scholar, introduced the current development of e-commerce at home and abroad and raised malignant problems. He believed that malicious competition, payment risks, and inconsistencies in the logistics chain are the main problems that need to be resolved in development of e-commerce in China [30, 31]. In the research of e-commerce at home and abroad, it is not difficult to find that it focuses on the existing e-commerce research, which involves the impact of international trade, e-commerce logistics issues, and e-commerce payment security. However, it does not break things for e-commerce, and for cross-border e-commerce research, the influencing factors of consumer purchase intention are basically still in the blank stage .
This article tries to break through the limitations of existing researches and analyzes the influencing factors of consumers' willingness in cross-border e-commerce shopping by combining literature research and empirical research. The main innovation of this article is to put forward the concept that consumers' willingness to purchase cross-border e-commerce is affected by multiple factors from the technical support of wireless network and machine learning and explore the factors that influence consumers' choice of goods in the process of cross-border shopping. From a practical point of view, in terms of the selection of research objects, young and energetic consumers are carefully selected as the main research objects. They are easy to accept emerging electronic technologies and dare to pursue cutting-edge shopping methods. Moreover, this group is the important interactor of e-commerce and has a strong representation.
2. Theoretical Review of Factors Influencing Purchase Intention of Cross-Border E-commerce Consumers
2.1. Research Route
In order to facilitate readers to understand the research context and research methods of this study, the author used descriptive statistics to describe the samples in the research process and conducted correlation analysis and regression analysis on the experimental samples to verify the research theme using relevant analysis reliability and validity tests. The research route of this article can be summarized as a flowchart, and the research roadmap is shown in Figure 1.