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《Journal of Fujian Commercial College》 2016-06
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Influencing Factors of Consumers' Purchase Decision in Cross-border E-commerce: From the Perspective of Negative Online Review Text

NIE Chang-teng;HE Zhi-ying;Department of Business Adminsitration,Fujian International Business & Economic College;College of Fine Arts,Fujian Normal University;  
Cross-border e-commerce has gradually developed into a new growth point of foreign trade,has become a new import and export trade model which subverts the traditional one. Global purchase,as a new model of cross-border ecommerce,is criticized by consumers while attracting them. Insufficient pre-purchase information and incomplete information can influence consumers' decision-making. The paper researches related factors from the perspective of the negative online review text,including fake items,product packaging,product smell,business service level and logistics speed. Businesses should enhance the quality of products,select efficient logistics channels,improve the overall service level; while consumers should adopt negative online comments to improve the identification of merchandise product.
【Key Words】: cross-border e-commerce online review text content purchase decision
【CateGory Index】: F724.6;F125
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