| As a new form and mode of foreign trade,China’s cross-border e-commerce has maintained a rapid development trend in recent years,with increasing resilience and vitality.As the first echelon in the concentration of China’s cross-border import e-commerce platform,the self-operated cross-border e-commerce such as Kaola Haigou has an absolute advantage in the market share.It can be seen that the self-operated cross-border e-commerce has developed rapidly and successfully won the trust of consumers and accumulated a large number of user groups.DTC(Direct To Customer),as an important model for cross-border e-commerce brands to go to sea,is crucial for improving enterprise operating efficiency and expanding brand influence.From the perspective of users,the paper selected the most widely used customer satisfaction index model as the reference theoretical model through systematic review of relevant literature and theories on self-supporting cross-border e-commerce and willingness to continue using,and combined and combined with the technology acceptance and use model,perceived risk and perceived usefulness theory,as well as the consumption behavior habits of cross-border e-commerce APP users to select the latent variables,The evaluation system of users’ willingness to continue using self-operated cross-border e-commerce platform has been established.In the process of empirical analysis,the selected observation index variables are converted into the items of the questionnaire,and the final questionnaire design is formed after the pre-investigation,and the reliability and validity of the obtained sample data are tested and descriptive analysis is carried out,The measurement model is constructed according to the data samples after the test,and the model is modified with key indicators,After discussing the analysis results of the model,the function path of the model is converted into a standardized index according to the CSI standardization formula to more intuitively display the comprehensive willingness level of users of the self-operated cross-border e-commerce platform to continue to use.The research shows that:(1)The user’s time-efficiency trust index for the self-operated cross-border e-commerce platform is low,indicating that the platform’s logistics transportation time is inconsistent with the time range promised by the merchants.(2)Users are not satisfied with the unknown risk indicators,which indicates that the overall image provided by the platform before the user’s shopping behavior is not safe.The platform should increase the publicity of the relevant aspects of shopping safety.(3)Users have a high acceptance in the operating environment of the self-operated cross-border e-commerce platform client,and can subjectively better cultivate the proficiency of the operating system with less effort,The operation process is also relatively simple and convenient.(4)Users are highly satisfied with the service quality and product quality provided by the platform,which indicates that users are highly satisfied with the selected products of the platform.(5)The performance of the platform’s level of popularity is poor compared with that of the platform,which indicates that there is still room for improvement between the performance level of the platform in the user’s shopping behavior and the user’s ideal shopping website.(6)The level of users’ willingness to continue using is not outstanding.It can be seen that there is still some room for improvement in improving user stickiness.In view of the above problems,this research puts forward five suggestions,namely,improving logistics supporting services,accelerating technology transformation and upgrading,strengthening talent training and supply,improving supply chain supporting capacity and optimizing platform DTC service capacity. |
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