THE IMPACT OF ENGLISH PROFICIENCY ON CROSS-BORDER PURCHASE INTENTION: THE CHAIN MEDIATING ROLE OF PERCEIVED RISK AND SELF-EFFICACY
Keywords:
English proficiency, Cross-border purchase intention, Perceived risk, Self-efficacy, Chain mediationAbstract
Against the backdrop of the deep integration of globalization and the digital economy, cross-border e-commerce has emerged as a core driving force for the growth of global trade. As the core linguistic carrier in cross-border consumption, the mechanism by which English proficiency influences consumers' purchase intention remains insufficiently explored. This paper constructs a chain mediating model of "English Proficiency - Perceived Risk - Self-Efficacy - Cross-Border Purchase Intention" with perceived risk and self-efficacy as mediating variables, to investigate the internal path of how English proficiency affects cross-border purchase intention. A questionnaire survey was conducted to collect 342 valid samples, and SPSS 26.0 and AMOS 24.0 were used to conduct reliability and validity tests, structural equation model analysis, and Bootstrap mediating effect tests. The results show that: English proficiency has a significant direct positive impact on cross-border purchase intention; English proficiency negatively affects perceived risk and positively affects self-efficacy, perceived risk exerts a negative influence on both cross-border purchase intention and self-efficacy, and self-efficacy has a significant positive impact on cross-border purchase intention; perceived risk and self-efficacy respectively play a partial mediating role between English proficiency and cross-border purchase intention, and the two form a significant chain mediating effect, accounting for 14.2% of the total effect. This paper incorporates language proficiency into the research framework of cross-border consumption, improves the theoretical system of consumers' psychological decision-making in cross-border e-commerce, and provides targeted practical suggestions for cross-border e-commerce platforms and merchants to optimize language services, reduce consumers' perceived risk and enhance their self-efficacy.References
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