Translated Abstract
Recently,with the rapid development of the ＂Internet +＂ and the strong supporting of cross-border policies, the cross-border online shopping is an important trend of online shopping field. However，the complexity of cross- border online shopping is much higher than the traditional domestic online shopping.In order to come out in the market competition, companies must break through the boundaries of the current fields to understand the consumer deeply.So from the consumer＇s perspective, they will find that the consumers＇ driving force about making the decision of buying is the consumer＇s own values.Hence,value is the basement of human behaviour. They must understand the value of the consumer to make the decision-driven before obtaining the motivation behind consumer behavior decision-making. All in all, enterprises want to develop cross-border e-commerce business, they have to understand the consumers＇ motivation during the cross-border e-commerce shopping process and its decision-making process in order to develop a better business strategy to approach to consumers＇ favor.
And the ＂means-end chain＂ is an important way to acquire the value of consumers. According to ＂means-end chain＂ theory, the purpose of customers aim to achieve certain values in the purchase of products and services, in order to achieve this value ,need to obtain some results, in order to obtain this result need to buy a certain product and service attributes. Therefore, this study is based on the basic model ＂attribute-consequence-value＂ of the purpose chain of the method,clustering and coding the interview contents by interviewing 30 classic cross-border e-commerce consumers, then draws out the implication matrix to construct the hierarchical value map (HVM) of consumers in mainland China for cross-border e-commerce. And then exploring and analyzing the connotation according to HVM. Finally, applying to Maslow’s hierarchy of needs, then sorting these value ,elements’ importance by their position in hierarchy of needs.
This study shows that the most important values that consumers concern about are the sense of security, pleasure and self-satisfaction. The sense of security corresponds to the elements of authentic guarantee, supply protection, delivery preferences, a clear arrival time range, logistics tracking, delivery notice, brand reputation, a direct process and ease of use, good logistics services, third-party payment and other attributes ; The sense of pleasure corresponds to the full range, price and shipping-free mechanism; Self-satisfaction corresponds to property is complete, discount,price , billing mechanism. Enterprises can use attributes to meet the corresponding value of consumers.
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