The Impact Of Consumer Satisfaction On Repurchase Rate On China-Korea Cross-border E-commerce Platforms

In the past ten years,with the continuous improvement of the online e-commerce platform and the increase in consumer demand for overseas products,the cross-border online shopping platforms came into being.Consumers' satisfaction level of e-commerce platform will directly affect their repurchase intentions.Therefore,studying the factors affecting consumer satisfaction level is of great significance to the development of e-commerce platforms.In recent years,many scholars conducted researches on the consumer satisfaction of cross-border online shopping platforms,but most of them investigated on a single platform,and only few studies did comparison between different platforms.Because the factors affecting consumer satisfaction may change due to different cultural backgrounds,this article analyzes the relationship between consumer satisfaction and repurchase intention on cross-border online shopping platforms in China and Korea,which are Kaola and Coupang repectively.This article selects two platforms,Kaola and Coupang as examples.Based on the characteristics of crossborder online shopping platforms,the questionnaire is designed from four dimensions: operating system,shopping difficulty,customer service,and logistics service.Because of subjective factors,the survey is designed to use five extreme measurements to measure consumer satisfaction and repurchase intention,and then uses the questionnaire recovery to filter out incomplete questionnaires for linear regression,and therefore analyzes the results of all data.The main conclusions of this paper are as follows: the quality of products on cross-border online shopping platforms has a positive impact on repurchase;the degree of network security of the platform has a positive impact on repurchase.At the same time,the convenience level of warehouse logistics and the satisfaction level of customer service also have significant positive impacts on repurchase intention.Based on analysis on four perspectives and current existing cross-border online shopping platforms,feasibility suggesions for improving repurchase are given below: fully integrating products on the platform;strengthening security level of network information;establishing warehousing and logistics network;and optimizing additional services.Consequently,cross-border online shopping platforms platform can improve consumer satisfaction level and achieve the goal of increasing repurchase rate.Also,the article has certain reference significance for other cross-border online shopping platforms for further investigation.