消费者品牌偏好对跨境网购意愿影响研究

摘要：随着全球化的发展，跨境电商成为了消费者购物的新选择。本文通过问卷调查的方式，研究了消费者品牌偏好对跨境网购意愿的影响。研究结果表明，消费者对品牌的认知和偏好程度对跨境网购意愿有显著影响。消费者对品牌的信任度和品牌形象对跨境网购意愿也有一定的影响。因此，跨境电商企业应该注重品牌建设，提高品牌知名度和信誉度，以吸引更多消费者进行跨境网购。 关键词：消费者品牌偏好；跨境网购意愿；品牌认知；品牌信任度；品牌形象 Abstract: With the development of globalization, cross-border e-commerce has become a new choice for consumers to shop. This paper studies the impact of consumer brand preferences on cross-border online shopping intentions through a questionnaire survey. The results show that consumers' awareness and preference for brands have a significant impact on their willingness to shop online across borders. Consumers' trust in brands and brand image also have a certain impact on their willingness to shop online across borders. Therefore, cross-border e-commerce companies should pay attention to brand building, improve brand awareness and credibility, in order to attract more consumers to shop online across borders. Keywords: consumer brand preferences; cross-border online shopping intentions; brand awareness; brand trust; brand image