Effect of Overseas Warehouse Delivery Timeliness Perception on Cross-border Consumers' Purchase Intention: Based on the Theory of Perceived Value

Wei Wang; Zhengzheng Wang

doi:10.6981/FEM.202510_6(10).0014

Authors

Wei Wang
Zhengzheng Wang

DOI:

https://doi.org/10.6981/FEM.202510_6(10).0014

Keywords:

Perception of Distribution Timeliness; Cross-border Consumers; Willingness to Buy; Perceived Value Theory.

Abstract

Based on the theory of perceived value, this study discusses the influence of overseas warehouse delivery timeliness perception on cross-border consumers' purchase intention, and the intermediary role of functional value perception and emotional value perception in it. The relevant data of 196 cross-border consumers were collected through questionnaire survey, and analyzed by structural equation model. The results show that the perception of delivery timeliness has a significant positive impact on the perception of functional value and emotional value, thus significantly enhancing consumers' purchase intention. Both functional value perception and emotional value perception play a significant intermediary role between distribution timeliness perception and consumers' purchase intention, among which emotional value perception is more prominent. The research provides theoretical basis and practical guidance for cross-border e-commerce platform to optimize services, improve consumer satisfaction and loyalty, and emphasizes the importance of paying attention to consumers' emotional needs while providing efficient distribution services to enhance their purchase intention.

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