Analysis Of Factors Influencing Customer Loyalty Of Cross-border E-commerce

In recent years,with the improvement of living standards,growing domestic consumer demand,at the same time the globalization of trade,when consumer is choosing goods,no longer limited to domestic goods,and will gradually to some high quality goods overseas.At the same time,the state has issued a series of policies to support the development of cross-border e-commerce.All cross-border E-commerce platforms want to seize the opportunity to develop and seize the market,which leads to fierce competition.Corporate profits from loyal customers,enterprise maintain competitive advantage but also rely on the loyalty customer,for enterprise's survival and development of loyal customers is of important significance and value.At present,the increasingly fierce global competition,cross-border E-commerce platform to keep competitive advantage,access to continue to profit,it must be accurate to its customers'needs,to the attention of the customer loyalty comprehensive management.In this paper,the major cross-border E-commerce platform for the research,and combing the scholars,the research on cross-border E-commerce,combined with in-depth interviews of experts in the field of cross-border E-commerce,loyalty related theory,constructs the cross-border E-commerce platform model of the factors affecting customer loyalty.And then put forward hypothesis,design the questionnaire and collect data,using SPSS and AMOS software to analyze data processing,the results of direct perception factors "goods,""commodity indirect perception factors" a positive impact on customer satisfaction and customer trust,customer satisfaction and customer trust of platform are related to influence customer loyalty,at the same time,the "commodity indirect perception factors and direct impact on customer loyalty have positive correlation.Finally,it is concluded that it is an effective way to enhance customer loyalty by focusing on improving the service capacity of logistics and platform technology in the case of cross-border E-commerce platform.