Research On The Influencing Factors Of Cross-order E-Commerce Customer Loyalty Of Agricultural Products

Customer loyalty is the degree to which a company provides customers with satisfactory services to prompt them to make repeated purchases.It is related to the long-term development of enterprises,and is one of the important concerns for agricultural products cross-border e-commerce enterprises to expand their market and win the competition nowadays.In addition,although the state has released many policies to support agricultural products e-commerce,there are still some shortcomings in the development of cross-border agricultural products e-commerce,such as the low standard of product production and the lagging technology of cold chain for transporting agricultural products.This has prompted scholars to shift their focus to promoting the long-term development of cross-border e-commerce for agricultural products,instead of simply focusing on the technological breakthrough and marketing innovation of cross-border e-commerce for agricultural products,which essentially improves the customer loyalty of cross-border e-commerce for agricultural products.Based on this,this thesis innovatively takes Shunfeng Preferred Enterprise as the entry point,based on the study of factors influencing customer loyalty of agricultural products cross-border e-commerce enterprises from the perspective of big data,and carries out research from the perspective of agricultural products cross-border e-commerce marketing,combining the current trade development status and the characteristic mode of e-commerce,which can to a certain extent help agricultural products cross-border e-commerce enterprises to set up the right marketing strategy and obtain long-term stable This can,to a certain extent,help agricultural products cross-border e-commerce enterprises to set up correct marketing strategies and obtain long-term stable development.In this context,the main contents of this thesis include the following points for the study of factors influencing customer loyalty of agricultural products cross-border e-commerce.First of all,this thesis extensively reviews the relevant domestic and foreign literature and finds that the research on the influence factors of customer loyalty of agricultural products cross-border e-commerce still needs to be improved and the research results are very few.By studying the basic framework and theoretical model of the influencing factors of customer loyalty of agricultural products cross-border e-commerce,we basically determine the basic ideas and main analysis methods of this thesis on the analysis of the influencing factors of customer loyalty of agricultural products cross-border e-commerce,and clarify that this thesis should take into account the traditional and big data background of the times when constructing the system of influencing factors of customer loyalty of agricultural products cross-border e-commerce,and when making model selection,we should choose The regression model that is suitable for the sample data of this thesis and more efficient should be selected to ensure the scientific accuracy and authenticity of the empirical research.Secondly,in reconstructing the influence factor system of cross-border e-commerce of agricultural products,we not only use the existing research results,but also screen the influence factor system of this thesis by conducting interviews with senior managers of relevant enterprises and consumer questionnaires to ensure the scientificity and objectivity of the influence factors of this thesis.In the process of screening the influencing factors of this thesis,the influencing factors system of agricultural products cross-border e-commerce customer loyalty was constructed by interviewing the leadership of four large agricultural products cross-border e-commerce enterprises and conducting consumer surveys.Based on the screening results,six factors affecting customer loyalty,namely platform performance,customer trust,customer satisfaction,switching cost,service quality and intelligent data service,are summarized.Third,this thesis takes the data of consumers of SF Preferred Platform as the sample,through the questionnaire survey of the sample enterprise SF Preferred Platform,and the data collection was conducted by issuing questionnaires through multiple channels,and a total of449 valid questionnaire data were obtained,and in the subsequent data processing,the SPSS25.0 software was mainly used for data processing.Because of the large number of variables involved in the questionnaire data in this thesis,factor analysis was used to categorize the data variables and quantify the questionnaire in the process of research,and then the data obtained was used as the independent variable and the customer loyalty of SF Preferred as the dependent variable for subsequent regression processing.By observing the scatter diagram,it was found that there was an obvious linear relationship between the independent variable and the dependent variable,so this thesis chose the multiple linear regression model to complete the measurement and analysis of the influencing factors of customer loyalty of SF Preferred Platform,and realized the application and verification of the influencing factors system of customer loyalty in this thesis.Finally,the proposed measures of this thesis are given according to the research results.Mainly covering three aspects,firstly,the key point of the characteristics of the cross-border e-commerce model of agricultural products in the context of big data is intelligent data service.Secondly,by reconstructing the system of influencing factors of customer loyalty in the context of big data and conducting empirical analysis,the analysis results find that the extraction of six major categories of influencing factors,namely platform performance,customer trust,customer satisfaction,switching cost,service quality and intelligent data service,reconstructed in this thesis is reasonable and effective,and applicable to agricultural cross-border e-commerce enterprises.Finally,the study on the influencing factors of customer loyalty of agricultural products cross-border e-commerce in the context of big data verifies that each variable eventually has a positive impact on customer loyalty,and after combining the macro analysis of the survey data of specific enterprises,five suggested measures of establishing customer loyalty maintenance mechanism,improving platform service quality,enhancing customer trust,increasing conversion cost and improving intelligent data services are proposed.