當前爆發的Covid-19疫情對全球帶來巨大的影響，由於封鎖措施限制了消費者的行動，也改變了消費者的購買行為，更加速跨境電商購物蓬勃發展。本研究運用「刺激 個體 反應」模型 (Stimulus-Organism-Response, S-O-R) ，分別探討消費者對於選購品及便利品這二種產品類別，在疫情風險及跨境電商平台有用性的刺激下，所產生的態度與購買意向，同時也檢視消費者的愉悅與喚醒兩個心理狀態。
　　研究結果顯示，雖然疫情風險能夠提升消費者的購買意願，但相較而言，平台有用才是最為吸引消費者購買的關鍵因素，此外，購買選購品確實會影響消費者的愉悅和喚醒情緒，提升他們的購買意願，但購買國外的便利品並不能夠喚醒消費者的心理狀態。
　　最後根據本研究得到的結果，建議跨境電商平台與跨境企業以增進消費者全流程體驗為目標，整合全通路銷售渠道，提供更優質的選購品，並運用數位行銷、經營社群銷售、建立多元的溝通管道等，持續深化與消費者之間的連結，以因應後疫情時代消費者購買行為的快速改變，並提供未來研究的方向。

The current Covid-19 outbreak has had a huge impact on the world. Aside from restricting consumers’ actions, the lockdown measures are also changing consumers’ buying behavior and accelerating the development of cross-border e-commerce shopping. This study uses the “Stimulus – Organism–Response” model (SOR) to separately explore the impact of consumers on the two product categories of shopping and convenience products, stimulated by the wave of epidemic risks and the usefulness of cross-border e-commerce platforms. At the same time, it examines the two psychological states of pleasure and awakening.
The results of the study show that while the risk of the epidemic increases consumers’ willingness to buy, the usefulness of the platform is the key factor attracting consumers to purchase by comparison. The purchase of optional products will also affect consumers’ happiness, arouse their emotions, and enhance their willingness to buy. However, buying foreign convenience products cannot arouse consumers’ mental state.
Finally, based on the study results, it is recommended that cross-border e-commerce platforms and cross-border companies aim to enhance the full-process experience of consumers, integrate omni-channel sales channels, provide better quality purchases, and use digital marketing to operate the community. In the future, we will provide research directions by continuing to deepen the connection with consumers through sales and establish diverse communication channels to respond to the rapid changes in consumer buying behavior in the post-epidemic era.

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