跨境电商AP P用户使用意愿及满意度影响因素分析

综合运用技术接受模型和思辨可能模型，以有关APP质量的感知有用、感知易用、感知风险和APP互动性为中枢路径，有关APP信任程度的APP声望、APP推荐程度为边缘路径，构建跨境电商APP用户使用意愿及满意度“双路径”模型，对采集的302份调查数据进行实证分析，探究跨境电商APP用户使用意愿和满意度的影响因素。研究结果表明，感知有用性、感知易用性、APP互动性、APP声望、APP 推荐程度、APP质量与APP信任程度均对用户使用意愿和满意度产生显著正向影响，其中APP 信任程度的影响最大；感知风险性对使用意愿及满意度存在负向影响。跨境电商企业可以通过增强APP的互动性、感知易用性、声望和安全性提高用户使用意愿和满意度。

A Study on Influencing Factors of Usage Intention and Satisfaction withCross Border Ecommerce APP

A two route cross border ecommerce APP usage intention and satisfaction model is construct and 302 survey data analyzed to explore the influencing factors on users willingness to use and satisfaction from a combined perspective of technology acceptance model (TAM) and elaboration likelihood model (ELM),taking perceived usefulness,perceived ease of use,perceived risk and APP interaction as its central routes,and APP reputation and APP recommendation degree as its peripheral ones.The results show that perceived usefulness,perceived ease of use,APP interaction,APP reputation,APP recommendation degree,APP quality and APP trust degree have significant positive effects on users intention and satisfaction with APP trust degree having the greatest impact,while perceived risk has a significant negative impact on usage intention and satisfaction.Cross border ecommerce enterprises can improve users willingness to use and satisfaction by enhancing APP interaction,perceived ease of use,reputation and security.