摘    要随着经济全球化的发展以及居民生活水平的提高，我国个人跨境网购市场获得了迅速发展，中国已经成为世界上最大的“海淘”市场。相比于个人在国内的跨境进口零售电商网站购物，个人跨境网购对消费者的要求更高，同时在购物过程中存在的风险因素也更多，主要存在于跨境购物平台、支付、物流、政策、售后维权等方面，这些风险会严重影响消费者的购物体验。因此，针对这些风险因素提出切实可行的对策建议非常重要。88469

本文将个人跨境网购定义为我国消费者直接登录海外网站购物。首先通过文献研究，介绍国内外对个人跨境网购的研究现状，然后结合风险相关的理论知识，从个人跨境网购购物流程入手，分析消费者在个人跨境网购中所面临的风险因素，分别从主体因素、业务因素和环境因素三个方面进行分析，最后基于消费者角度，提出规避或降低我国个人跨境网购风险的对策建议，为促进我国跨境电子商务行业的发展提供一定的指导意义。

Abstract: With the development of economic globalization and the improvement of living standards, China's personal cross-border online shopping market has been rapid development, China has become the world's largest "sea Amoy" market。 Compared to inpiduals in the domestic cross-border import of retail e-commerce website shopping, personal cross-border online shopping on the consumer's request higher, while the risk of the existence of the shopping process also more, mainly in the cross-border shopping platform, , Logistics, policy, after-sales rights, etc。, these risks will seriously affect the consumer's shopping experience。 Therefore, it is very important to put forward practical countermeasures for these risk factors。

This article will be defined as a personal cross-border online shopping for our consumers directly log on overseas website shopping。 First of all, through the literature research, this paper introduces the research status of personal cross-border online shopping both at home and abroad, and then analyzes the risk factors of consumers in personal cross-border online shopping by combining the risk-related theoretical knowledge, This paper analyzes the three aspects from the main factors, business factors and environmental factors。 Finally, based on the consumer's point of view, it puts forward some countermeasures to avoid or reduce the risk of cross-border online shopping in China, and provide some guiding significance for promoting the development of China's cross-border e-commerce industry。

毕业论文关键词：个人跨境网购; 风险; 对策

Keyword: Personal cross-border online shopping；risk；Countermeasure； 

目    录

1引言 5

1。1研究背景源Y于Y优E尔Y论L文W网wwW.yOueRw.com 原文+QQ752018.766 和意义 5

1。2研究内容 5

1。3研究方法 6

1。4本文创新点 6

2文献综述 6

2。1关于个人跨境网购发展研究 6

2。2关于我国个人跨境网购风险的研究 7

2。3关于规避个人跨境网购风险对策的研究 8

2。4 研究存在的问题 8

3我国个人跨境网购的概述 9

3。1个人跨境网购的定义 9

3。2个人跨境网购的兴起与发展 9