Research On Influencing Factors Of Customer Loyalty Based On B2C Cross-border E-commerce Platform

In recent years,under the dual effects of preferential policies issued by the government and increasingly diverse market demands,cross-border e-commerce has achieved unprecedented scale growth in terms of the number of enterprises,the number of employees,and the types of goods.In the context of the spread of the globalization of the epidemic in early 2020,the Internet and related industries have developed rapidly,the digital economy has ushered in new growth points,and new online consumer formats are booming.For consumers,the threshold for cross-border ocean purchases is also getting lower and lower,and the choice of ocean purchase channels is increasingly diverse.In this context,cross-border e-commerce companies make full use of their advantages to win customer loyalty and retain customers,and then achieve longer-term development is a problem worthy of in-depth study.However,there is not much research on the customer loyalty of cross-border e-commerce platforms.Based on this,this article studies the customer loyalty,which is important to maintain the sustainable development of enterprises.First of all,this article summarizes the influencing factors of customer loyalty of B2 C cross-border e-commerce platform,and expounds it from the transaction level,logistics level and special interest treatment level.Secondly,this study selected two intermediary variables,namely customer value and customer satisfaction,constructed a model and proposed research hypotheses,then carried out an extensive questionnaire survey,and used SPSS,AMOS software to analyze the data,the construction of the model and research Assumptions have been tested and revised.Then,this study also carried out a case analysis of Tmall International to verify the previous results.Through model construction,questionnaire survey and case verification,the paper concludes that: 1.For the B2 C cross-border e-commerce platform,cross-border e-commerce customer satisfaction and customer value enhancement can improve their customer loyalty.2.The four factors of product value,platform value,logistics services,and special benefit treatment affect customer loyalty by influencing customer satisfaction,while the three factors of product value,platform value,and payment factor are positive by influencing customer value Customer loyalty affecting the platform.3.Due to the different variables of intermediary influence,the improvement in practical application should also be targeted accordingly.Finally,based on the conclusions,this study proposes countermeasures and suggestions for the existing B2 C cross-border e-commerce platform as follows: optimize the platform page design,provide highly competitive products,pay attention to payment security factors,improve the logistics service system,and create a unique membership mechanism.