小额跨境电子商务消费者分群研究

摘要

随着互联网的普及与在线支付技术的成熟，小额跨境电子商务（即“海淘”）作为一种新型的网购模式发展迅速。“海淘”消费者购物心理与行为是电子商务消费者研究的新领域。通过实证研究方法探讨“海淘”消费者的群体特征、价值观及消费者分群等一系列问题，并对我国的跨境电子商务的发展提出建议与对策。%As the internet becomes common and the technique of online payment grows mature,petty cross-border E-commerce,or online shopping,develops very fast. The psychology and behaviors of consumers of cross-border online shopping has become a new field in online shopping consumers. This article applies the empirical research method,analyzes their group features,values,and categorization,and proposes some suggestions and proposals for the cross-border E-commerce development in China.