Study on the conversion rate of ShenZhen Qulong Huafa Co., Ltd.

• Main Author: Pan, Pan
• Format: Thesis
• Language: English
• Published: 2022
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/102009/1/PanPanMAHIBS2022.pdf; http://eprints.utm.my/id/eprint/102009/; http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:147747

In recent years, with the intensification of competition in domestic e-commerce environment and the general shrinkage of foreign trade market, more and more traditional enterprises began to transform and try cross-border e-commerce, and more and more well-known cross-border e-commerce platforms at home and abroad became the first choice for Internet access. However, the problems of low page views and low payment conversion rate in cross-border e-commerce operation have become bottlenecks that hinder the steady development of cross-border e-commerce. The mixed method is applied to the study of two cycles in Shenzhen. In the qualitative stage, three managers were interviewed by e-mail, and then a model was established to increase sales by increasing the conversion rate. Through the questionnaire survey and the test of the original model, 435 consumers survived in the quantification stage. The path analysis results in the quantitative stage show that the payment conversion rate has a positive effect on the promotion of commodity quantity, while the page views have no significant positive effect on the promotion of commodity quantity. Therefore, on the basis of qualitative and quantitative analysis, two items of short sleeves and slippers were intervened in cycle 1. The conclusion of cycle 1 shows that setting keywords and beautifying product pictures can effectively increase page views, but the effect of page views on improving payment conversion rate is not significant. Subsequently, further intervention plans were put forward for these two projects. The conclusion shows that the most direct factor affecting the improvement of commodity sales is the increase of payment conversion rate. Finally, this study suggests further research on the strategies and suggestions for SMEs to carry out cross-border electronic commerce under the background of mobile e-commerce.