An Empirical Study on the Logistics Risk of Cross-border Online Shopping from the Perspective of Consumers’ Perception

Abstract

Abstract. In order to study the degree of consumers' perception of logistics risk in the process of cross-border online shopping, based on the theory of consumer perception, a four-variable Structural Equation Model was built to carry out the research. The way of collecting data mainly applied internet survey questionnaire and analyzing data in the software SPSS 18.0 and AMOS 24.0. Results showed that: (1) Consumers' perception of logistics information risk will affect their perception of risk of goods clearance and delivery;(2) The risk of customs clearance has a complete mediation effect in information risk and logistics market risk, and will significantly affect the whole logistics market risk; (3) Consumers think that the risk of informatization level and distribution in the regional scope will not affect the risk of the whole logistics market