How to Painlessly Upgrade Traditional Stores to High-quality E-commerce through Digital Transformation - From the Perspective of Uncertainty in E-commerce Marketing

This study aims to explore how to upgrade traditional stores to high-quality ecommerce painlessly through digital transformation, and then discuss from the uncertainty of e-commerce marketing, and at the same time understand whether consumers have a positive impact on cross-border e-commerce purchase intentions, and then how to improve the willingness to buy in cross-border ecommerce transactions. In addition, this study sets uncertainty avoidance and product brand as interference variables to understand the impact of consumers on the relationship between uncertainty and cross-purchase intention. The main purpose of this study is: (1) to understand customers’ purchase behaviours in cross-border e-commerce, and to explore uncertain factors before, during, and after purchase; (2) in this study, “customer purchase intention” and the interaction between “customer loyalty”; (3) adding uncertainty avoidance and product brand as interference factors in cross-border e-commerce according to previous research; (4) how to upgrade traditional stores to high-quality ecommerce through digital transformation Business - Discuss from the uncertainty of e-commerce marketing. This research hopes to bring definite practical contributions to the business end and the consumer end, as detailed below. For the enterprise side, it is to help enterprises take the first step into cross-border e-commerce and formulate clear sales strategies and operational goals, as well as assist enterprises to choose a suitable e-commerce platform and consolidate core competitiveness and increase market share; for the consumer side Provide innovative smart retail for cross-border e-commerce to reduce consumers' insecurity in shopping, and provide experiential interactive marketing for cross-border e-commerce to avoid the decline in consumer satisfaction after online shopping.