Research On Influencing Factors Of Repeated Buying Intention In B2C Cross-border E-commerce Platform

In recent years,cross-border e-commerce has developed rapidly.However,with the increase of cross-border e-commerce platforms,product and platform designs have become more homogeneous,and the platform's competitiveness has weakened and can be replaced.In this case,to improve the competitiveness of the platform,we must pay attention to consumers' repeated purchase intentions and improve the retention rate of the platform.Inspired by the S-O-R(stimulus-organism-response)model,this article builds a research model of "overall shopping experience-trust-repeat purchase intention",selecting platform experience,product experience,interactive experience,related experience and logistics experience as the overall shopping Segmentation dimension of the experience.Using a questionnaire survey method and empirical analysis using a structural equation model,it is concluded that platform experience,product experience,interactive experience,connected experience,and logistics experience have a significant positive impact on repeated purchase intentions,and trust in product experience,connected experience,and logistics experience There are mediation effects in the influence of purchase intention.This article starts from the overall shopping experience theory,synthesizes online experience and offline experience,and enriches the research perspective of B2 C cross-border e-commerce platform's repeated purchase intentions.Second,this article applies the S-O-R(stimulus-organism-response)model to cross-border electricity.In the related research of the merchant platform,trust was added as an intermediary factor in the influence of the overall shopping experience on the repeat purchase intention,which expanded the influence path of the shopping experience on the repeat purchase intention.On the basis of empirical research,I put forward optimization suggestions for cross-border e-commerce B2 C platforms in terms of platforms,products,interactions,associations,and logistics,so as to improve the overall shopping experience of consumers,thereby enhancing consumers' trust in shopping platforms,and promoting The formation of repeated purchase intentions to improve the retention rate of cross-border e-commerce platforms.