Experimental exploring factors affecting user purchase behavior in cross-border E-commerce based on social network: taking the little red book as an example

This study aims to understand the characteristics of cross-border e-commerce based on social network and how they influence the consumer purchase behavior. Drawing from both the consumer and technology perspective, exploring the factors of social network on user purchase behavior in cross-border e-commerce, an integrated model was constructed which based on the model of UTAUT, added three new variables (trust, review and products) and deleted some irrelevant variables. Through the UGC model, combining the community and cross-border e-commerce, The Little Red Book stands out quickly in the fierce competition of the domestic cross-border e-commerce market. Therefore, the users of The Little Red Book were used as the study subject. By empirical analysis, the rationality of the model was proved, and the research conclusions are as follow: in addition to the social influence, other independent variables (trust, review, performance expectancy and effort expectancy) have significant positive effects on user purchase intention; facilitating conditions have a significant positive impact on user actual purchase, and products mediate the effects of the consumer purchase process.