Research on the Influence of Cross-Border E-Commerce Product Page Value on Consumers' Purchase Intention

Exploring and clarifying the value characteristics of the page content of cross-border e-commerce products that attract consumers will help cross-border e-commerce marketers optimize the page content of brand products and improve consumers' purchase intention. Combined with qualitative research methods and structural equation model, this paper constructs a conceptual model of the impact of cross-border e-commerce product page value on consumers' purchase intention, and makes an empirical analysis. The study found that the page value characteristics of cross-border e-commerce products include information value, entertainment value, interactive value and experience value. Good product pages will enable consumers to produce online brand Engagement behavior. Cross-border e-commerce product page value characteristics affect consumer purchase intention, and online brand Engagement plays an intermediary role between cross-border e-commerce product page value characteristics and consumer purchase intention. In order to enhance consumers' purchase intention in cross-border e-commerce scenarios, cross-border e-commerce enterprises should pay attention to product page value development, improve consumer experience by enhancing information value, entertainment value, interactive value and experience value. They should also pay attention to consumer online brand Engagement, and stimulate consumers' purchase intention by enhancing consumer value perception and positive mood