Research on Platform Loyalty and Influencing Factors of Cross-border Online Shopping Consumers

Danni Wu

2022

Abstract

With the continuous development of cross-border e-commerce in China and increasingly fierce competition in the industry, enterprises need to increase the platform stickiness of customers and cultivate more loyal customers to promote the long-term development of enterprises. By combing scholars’ research, a theoretical model of customer platform loyalty is established, which takes platform service, platform commodity, platform technology and platform public praise as platform factors affecting customer loyalty, and customer trust and customer satisfaction as mediating variables. In this paper, 331 valid questionnaires were collected from college students, and SPSS software was used for reliability and validity test, descriptive analysis, correlation analysis and multiple regression analysis. Research shows that in cross-border e-commerce platforms, the three factors of platform service, platform commodity and platform word of mouth all have a positive impact on customer satisfaction, customer trust and customer loyalty. Among them, customer trust and customer satisfaction, as intermediary variables, also have a positive impact on customer platform loyalty.

Paper Citation

in Harvard Style

Wu D. (2022). Research on Platform Loyalty and Influencing Factors of Cross-border Online Shopping Consumers. In Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM, ISBN 978-989-758-593-7, pages 47-54. DOI: 10.5220/0011156600003440

in Bibtex Style

@conference{bdedm22,
author={Danni Wu},
title={Research on Platform Loyalty and Influencing Factors of Cross-border Online Shopping Consumers},
booktitle={Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,},
year={2022},
pages={47-54},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011156600003440},
isbn={978-989-758-593-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Big Data Economy and Digital Management - Volume 1: BDEDM,
TI - Research on Platform Loyalty and Influencing Factors of Cross-border Online Shopping Consumers
SN - 978-989-758-593-7
AU - Wu D.
PY - 2022
SP - 47
EP - 54
DO - 10.5220/0011156600003440