Research on the Influencing Factors of Consumers’ Purchase Intention in Tmall Global Based on TAM Model

In recent years, with the upgrading of consumption and the policy support for cross-border e-commerce, Business-to-consumer(B2C) cross-border import e-commerce platforms have developed rapidly. Taking Tmall Global as the research object, which is the largest B2C cross-border import e-commerce platform in China, and based on technology acceptance model(TAM), this paper studies the influencing factors of consumers’ purchase intention Tmall Global through questionnaire surveys. The results show that: Perceived product quality and perceived platform service positively affect perceived usefulness, and perceived platform service also has a positive impact on perceived ease of use; Platform image and cultural identity positively affect trust, though cultural identity only has a small impact; Perceived usefulness and trust positively affect purchase intention, and trust has a greater impact. In addition, this study provides some suggestions based on the results, which provide useful guidance for the improvement of the quality of B2C cross-border import e-commerce platforms in China.