Impact of Product Price, Brand Awareness and Logistics on the Perceived Security of Cross Border E-Commerce

• Main Author: 張容甄
• Other Authors: 王郁彬
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/37778997095066020210

碩士 === 逢甲大學 === 電子商務碩士在職專班 === 104 === The values of Taiwan’s E-commerce grow up in rate of 8% average annual in stable. The market is small and competitive, so the Operating of cross border is imminent. In particular, the conveniences of cross-border electronic transactions have been already beyond imaged. All of the firms have to consider threaten of foreign competitors. In addition to continuously strengthen the logistics, customer service and other advantages of the ground, we must to prepare and overall arrangement of cross-border strategy. According to the 2014 survey data of Institute for Information Industry, Taiwan is currently only 20% of e-commerce industry are engaged in cross-border sales. There are nearly 40% owners in the evaluation stage. Display of cross-border E-commerce business demand is developing. At the same time, we found the firms that suffer the problem of cross-border e-commerce business. In addition to the problem of cross-border E-Commerce information flow, we could found the general problems of logistics and cash flow. They are including the consumer profiling and after-sales service, etc. Its also the big hurdle for the firms. For this study, there are three variables of brand awareness, logistics convenience, and product price, to investigate the impact of cross-border E-commerce on Perceived Security. The consumers who the main investigators had been surveyed for questionnaire in this study. The questionnaires consisting of a series of questions were sent by Google Form System. And form that system, respondents can read the situation as well as subsequent to start reading the questions and responds to the questionnaire. Gather 330 valid copies of questionnaires and then process the statistical software analysis to verify the hypothesis through the regression analysis. After the empirical analysis, research results are summarized as follows: Ⅰ. The product price on the perceived security, consumers’ willingness to buy the cross-border E-commerce would bring a positive impact. Ⅱ. The brand awareness on the perceived security, consumers’ willingness to buy the cross-border E-commerce would bring a negative impact. Ⅲ. The logistics convenience on the perceived security, consumers’ willingness to buy the cross-border E-commerce would bring a positive impact.