中 俄跨境电商中的消费者行为分析

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1、2ChineseandRussianconsumersarebothhesitantintrustingthereliabilityofavirtualretailer．Thislackoftrustcansignificantlyaffectcustomers’onlinepurchasingbehaviorparticularlyinregardtoconsumerloyalty．2JReligiousbeliefsandpreferenceswerenotaninfluencingfactorinth

2、econsumerbuyingdecisionmakingprocessforproducts．4ConsumptionlevelsofpaymentmodesalsodifferbetweenRussianandChineseonlineshoppers．OldergenerationRussianconsumersprefercashondeliveryordirectmoneytransferfortheironlinepurchases．WhilsttheyoungergenerationofRus

3、sianconsumerspreferQiwiwallet，avirtualpaymentsystem．Alibaba’SAlipaysystemisthemostpopularpaymentplatformacrossallgenerationsofChineseconsumers．TheculturalandtechnicalobstaclesresultingfromlanguagebarriersarealsoamajorconcernforChineseandRussianconsumers．5‘

4、uPeakonlineshoppingperiodsinRussiaareDecember31NewYear，RussianOrthodoxChristmasonJanuary7andInternationalWomen’SDayonMarch8．WhileinChinathepeakonlineshoppingperiodsareSinglesDayon11NovemberandduringChineseSpringFestival．Theresearchfindingsindicatethatonlin

5、eretailerscouldbetterrealizetheexpectationsanddeterminatesoftheironlineconsumersbehaviorbyunderstandingthekeydriversimpactingattitudestowardscross-borderonlineshopping．BydoingSO，onlineretailerswouldbeabletomoreefficientlyandeffectivelyformulatetheimplement

6、ationoftheire·businessstrategyinordertopossessastrongercompetitiveadvantage．Forexample，onlinevendorsshouldPaymoreattentiontoapplyingthemarketingmixofhighproductquality,lowerprice．Theyshouldalsoincludeeitheradiscountedorfreedeliveryfeeintothismixorofferafre

7、egiftinordertosuccessfullybuild，enhance，andmaintaintheirgoodreputation．【KeyWords]：Cross-bordere-commerce，OnlineShopping，OnlineShoppingBehaviors，E-Commerce，RussianandChineseconsumers，E—purchasingII万方数据摘要本文通过研究中俄两个不同消费群体的网络购物行为来探究消费者在线购买的影响因素，主要围绕电子商务的合法性、渠道

8、营销的有效性以及支付系统的安全性，对跨境电子商务做了简要研究，期望本研究能够有利于中俄跨境电子商务的发展。随着宽带的普及，上网越来越方便，中俄电子商务随之迅速发展。两国电子商务的发展都为网上零售商提供了大量的机会，无论卖家在城市还是在乡村，都可以通过网络销售商品。目前，俄罗斯是欧洲网络渗透率最高的国家，而中国则是最大的网络零售市场，蕴藏着大量商业机会，因此，俄罗斯正试图进入中国市场。本人通过设计网上调查问卷，采用