Research on Platform Loyalty and Influencing Factors of

Cross-border Online Shopping Consumers

Danni Wu

Zhejiang Gongshang University, School of Business Administration, Hangzhou, Zhejiang, China

Keywords: Cross-Border E-Commerce Platform, Customer Loyalty, Customer Trust, Customer Satisfaction.

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.

1 INTRODUCTION

With the continuous development of the Internet and

the increasing scale of transactions in the construction

of global logistics networks, cross-border e-

commerce is growing into a new driving force for the

growth of China’s foreign trade due to its rich variety,

convenient operation, low price, and freedom from

time and space constraints. The shopping habits of

consumers have been changed, and the demand for

imported goods by Chinese residents has also

increased. At present, the research on customer

loyalty to traditional industries is relatively mature,

and there are more and more explorations in the e-

commerce environment. However, the research in the

field of cross-border e-commerce is still insufficient,

focusing more on talent training, logistics, policy, etc.

There is a lack of research on the development of its

enterprises, such as loyalty and satisfaction (Gomez-

Herrera, Martens, Turlea, 2014). Therefore, this

article summarizes and organizes the results of

previous theoretical research, taking B2C cross-

border e-commerce as an example, to study the

consumer's platform loyalty and its influencing

factors, taking consumer trust and satisfaction as

intermediate variables, and passing the questionnaire

Investigation and empirical analysis, extraction of

important impact factors, enriched cross-border e-

commerce platform service theory, and promoted the

diversification of research.

At present, consumers' demands for overseas

products is increasing, which has led to more and

more competitors entering, and various cross-border

e-commerce platforms are emerging in an endless

stream, attracting consumers through various

promotional discounts and other methods. Therefore,

in the increasingly competitive B2C cross-border e-

commerce market, companies need to study how to

retain consumers. Only by cultivating high-loyal

consumer groups and enhancing trust and

dependence on the platform can they maintain their

competitive advantage and achieve Sustainable

development (Talar 2017). By studying customer

loyalty and its influencing factors, this paper provides

corresponding suggestions and opinions for the

operation and development of cross-border e-

commerce platforms for enterprises, which has

certain practical guiding significance.

Wu, D.

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

DOI: 10.5220/0011156600003440

In Proceedings of the International Conference on Big Data Economy and Digital Management (BDEDM 2022), pages 47-54

ISBN: 978-989-758-593-7

2 LITERATURE REVIEW AND

HYPOTHESES

2.1 Cross-border Electronic Commerce

Cross-border e-commerce refers to an international

business activity in which transaction entities at

different borders complete transactions through e-

commerce platforms, perform payment and

settlement, and deliver goods and complete

transactions through cross-border logistics (Han,

Kim, 2019). Cross-border online shopping is a new

type of cross-border shopping method that has

emerged under the booming development of cross-

border e-commerce. Cross-border e-commerce

includes cross-border trade and online transaction,

which combines the characteristics of the two and

forms its different characteristics. It has the

following:

2.1.1 Globality

The rapid development of the Internet has turned the

world into a "global village", eliminating the

constraints of each other's time and space. Cross-

border e-commerce developed by the Internet

therefore also has global characteristics, realizing

borderless transactions. At the same time, the Internet

has gradually reduced and eliminated the confusion

and inconvenience caused to consumers due to

information asymmetry and high information

acquisition costs. Buyers only need to use the Internet

to realize product browsing, purchase and after-sales

evaluation. Although the global nature of cross-

border e-commerce can maximize information

communication between buyers and sellers, the

international market has greater risks and instability

than the domestic market, and may face cultural,

political, and legal conflicts.

2.1.2 Intangibility

First, e-commerce transactions get rid of the

restrictions of paper contracts, making various

transaction records more flexible and easy to save;

secondly, with the continuous growth of payment

platforms such as Alipay, cross-border e-commerce

transactions The exchange of physical currency is no

longer needed, and shopping can be achieved simply

and easily by using virtual currency; finally, various

digital and service products have begun to flourish

under the rise of the Internet, and these intangible

products as emerging products cannot be small.

watch for. Although the intangibility of cross-border

e-commerce brings many conveniences to

transactions, it also hides more risks and

uncertainties.

2.1.3 Anonymity

Even if the personal information and data of the buyer

and seller in Internet transactions are false, the

transaction can proceed smoothly. Therefore, the true

identity of the buyer and seller is unknown, which

makes the rights and obligations of the cross-border

e-commerce transaction Asymmetry. Some platforms

take advantage of this to evade taxes, which can

easily cause a series of social problems and disrupt

market order. In recent years, with the continuous

improvement of national policies, more and more

cross-border e-commerce platforms require

consumers to provide real personal information when

providing goods and services, making transactions

more standardized, but at the same time increasing

consumption The risk of information disclosure of the

user.

2.1.4 Timeliness

Cross-border e-commerce activities are more

uncertain than domestic e-commerce activities, and

the risks such as foreign exchange risks,

transportation risks, and political risks are much

greater than domestic ones. Therefore, in the ever-

changing international market, missing the right time

may cause a series of problems and bring huge losses

to transactions. Therefore, cross-border e-commerce

companies accurately grasp the timing and complete

transactions in a timely manner. In addition, cross-

border e-commerce has reduced intermediate links,

simplified trade procedures, and broke time and space

constraints. Some digital products can even complete

transactions in real time.

2.2 Cross-border E-Commerce

Platform

As an important bridge between sellers and buyers,

cross-border e-commerce platforms have played a

vital role in promoting the vigorous development of

the cross-border e-commerce industry. At present, the

classification of cross-border e-commerce platforms

in relevant domestic researches is roughly the same.

Some scholars divided the operating forms of my

country's cross-border e-commerce platforms into the

following three categories: First, according to the

types of end users, they are divided into B2B

platforms and B2C platforms. The end users of the

B2B platform are corporate or group customers, such

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

as Dunhuang.com, Alibaba International Station, etc.;

the end users of the B2C platform are individual

consumers, such as AliExpress, Lanting Gathering,

etc. Second, according to the perspective of import

and export, it is divided into import platforms and

export platforms; third, according to the way of

platform operation, it is divided into self-operated

platforms and open platforms (Lu, Zhou, 2016). Self-

operated platform refers to the platform that

organizes, purchases and sells products on its own,

and obtains profits at the price difference, such as

Tmall self-operated, Jumei Youpin, etc.; open

platform refers to the platform that only serves as a

value transfer between merchants and consumers

Bridge, obtain profits by charging commissions and

other value-added services such as advertising. On

this basis, this article selects the B2C cross-border e-

commerce platform to conduct research, which is

more targeted.

That there are the following differences between

cross-border e-commerce platforms and traditional

B2C platforms (Wang 2017). First, there are

differences in supplier entities. The suppliers of

cross-border e-commerce B2C platforms come from

overseas. After manufacturing products, overseas

suppliers directly provide products through domestic

platforms (self-operated) or overseas intermediaries

(third parties); suppliers of traditional B2C platforms

Come from the country. Suppliers from different

countries will affect consumers' brand favorability

and price acceptance of products. Second, sell

products. Cross-border e-commerce B2C platforms

sell overseas imported products. At present, the

market has a large demand for maternal and child

products, cosmetics, skin care products, snacks and

health products, etc. The products are often high in

price and high in quality, and have a high reputation

and popularity in the domestic market; The traditional

B2C platform sells domestic products with a

complete range of products, with large differences in

price and quality. Again, it involves links. Compared

with traditional B2C platforms, cross-border e-

commerce B2C platforms will add a more

cumbersome step: international procurement and

logistics. At present, there are two main methods for

importing overseas commodities into China: foreign

direct mail or international bonded mode. Different

logistics methods will bring different logistics costs

to the platform, resulting in different distribution

efficiencies, and changes in international exchange

rates will also affect the company's procurement costs

and pricing. Finally, after-sales service. Cross-border

B2C has uneven after-sales services due to the

transnational nature of products and lacks industry

standards. After-sales services such as return and

exchange processing are more cumbersome and

inefficient than traditional B2C platforms.

2.3 Research on Customer Loyalty

buying a certain brand product or service for a long

time due to the influence of price, product or service

characteristics or other factors. Customers will

experience four stages of cognitive, emotional,

intentional and behavioral loyalty to achieve true

loyalty, and the previous stage will have an impact on

the latter (Wang 2003). Another scholar thinks

customer loyalty is the source of a company's

competitive advantage (Chen 2003). Loyal customers

tend to buy more of the company's products, the price

elasticity of demand is low, and they are more willing

to deliver favorable word-of-mouth and recommend

new customers to the company.

The definition of customer loyalty is quite

different. First, customer loyalty is recognized as the

customer's own attitude loyalty, and the customer's

inner willingness to make a second purchase of goods

based on the previous consumption experience.

Second, consider customer loyalty as customer

buying behavior loyalty, whether customers will take

repeated purchase behaviors. In addition, some

scholars believe that at the same time attitude loyalty

and behavior loyalty must be realized at the same

time to be truly loyal customers. Among the

theoretical models of brand loyalty constructed by

existing scholars, there are mainly the Swedish

Customer Satisfaction Index Model (SCSB) model,

which is the earliest established loyalty model; the

American Customer Satisfaction Index (ACSI)

model, which adds perceived quality to the above;

The customer satisfaction index (CSI) model

proposed by Chinese scholars removes the perceived

value in the existing model, adds a latent variable, and

increases the intermediary variable of trust and

commitment.

The above research provides important theoretical

guidance for the topic selection, thinking expansion

and follow-up research of this article. From the

existing academic research, it can be seen that there

are few documents on cross-border e-commerce

platforms in-depth discussion of customer loyalty,

and they focus on the investigation of customer

satisfaction and willingness to use. Therefore, this

article will look for factors that affect the loyalty of

cross-border online shopping e-commerce platforms

based on the intermediary variables of customer trust

and customer satisfaction, and construct and prove

theoretical models to put forward corresponding

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

suggestions and opinions on the construction of

cross-border e-commerce platforms.

2.4 Hypothesis Development

The theoretical model of this article is composed of

platform factors, intermediate variables and

dependent variables. Among them, platform

products, platform technology, platform reputation,

and platform services are platform factors, customer

satisfaction and customer trust are the intermediary

variables, and customer loyalty is the dependent

variable. In this paper, the relevant documents and

models are sorted out, and combined with the actual

situation, the question items and related assumptions

of each variable are revised and adjusted accordingly.

Platform products refer to the relevant aspects of

the products displayed and sold on the platform, and

are the core benefits and basic utility pursued by

buyers. This article measures the platform with three

indicators: product quality, product differentiation,

and product price. The quality of commodities is

reflected in whether the commodities and commodity

functions received by consumers are consistent with

their own needs, and whether the physical

commodities received are consistent with their

expectations. In addition, because cross-border e-

commerce acts as a medium for intermediaries,

consumers pay special attention to the authenticity of

the products they sell. With the development of

technology, there has been a mixture of authentic and

fake sales and shoddy sales on many platforms. Good

phenomenon, consumers often need to collect

information or a third platform to verify the

authenticity of the purchased goods. Commodity

difference refers to the degree of difference in the

types and sources of commodities sold in different

products. Commodity prices are due to differences in

exchange rate fluctuations, promotional activities,

decentralized channels, and logistics. The

procurement costs of different platforms are different,

resulting in different product prices.

Platform technology is embodied in platform

simplicity, platform usefulness, and transaction

security. The simplicity of the platform means that

the shopping procedure of the platform is simple and

smooth, the navigation is perfect, the page design is

humanized, and consumers can easily find products

on the platform. With the increasing homogeneity of

major platforms, consumers are paying more and

more attention to the shopping experience on online

platforms, such as the smoothness of opening pages

and the rationality of button design. In addition, the

simplicity of the platform can also attract customers

who make cross-border purchases for the first time

and cannot operate. The usefulness of a platform

refers to whether the platform can provide consumers

with the information they need to meet their shopping

needs, including consumers' affirmation of their own

value and efficiency in the process of

online shopping.

Transaction security refers to whether the platform

can guarantee the security of consumer information

and data, protect it from leaks, and guarantee the

process of transaction and payment. Transaction

security is the most basic and most important element

for the establishment and development of major

platforms.

This article measures the word-of-mouth of the

platform from personal evaluation, user evaluation,

social image, and social recognition. Personal

evaluation is reflected in the evaluation of the cross-

border platform by the people around the consumer.

The attitude of the people around the platform will

directly affect whether the consumer is Choose a

platform. User evaluation is reflected in the

evaluations of products already made by consumers

on the platform, and online evaluations will serve as

a reference for consumers to purchase. The overall

image and recognition of the platform

macroscopically reflect the market image and status

of the platform.

This article divides platform services into

commodity services and logistics services.

Commodity services are reflected in consulting

feedback, promised delivery, and reasonable returns

and exchanges; logistics services are reflected in the

timely and complete delivery of goods during

logistics and distribution. Different cross-border e-

commerce platforms have little difference in the

products provided, so consumers will pay more

attention to the service quality of each platform when

purchasing, such as whether customer service can

quickly respond to customer inquiries, and whether

merchants can be timely when product problems

occur Provide solutions, etc. Secondly, because

cross-border products need to circulate in two or

more countries, their logistics distribution time is

often longer than that of traditional online shopping

and delivery, so the efficiency of their logistics

services will also affect consumers' consumption

experience.

Customer satisfaction and customer loyalty will

play an intermediary role in customer shopping and

affect customer loyalty. Some scholars studied the

influencing factors of B2C service on customer

loyalty, and took satisfaction and trust as

intermediary variables to affect customer loyalty

(Chang, etc, 2009). Among them, customer

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

satisfaction is affected by the quality of the service

process, the quality of the results, and the quality of

remediation. Factors; customer trust will be affected

by the quality of service results. The study found that

through investigation and research that product

diversity, product cost-effectiveness, operational

convenience, and after-sales guarantee will affect the

trust of cross-border e-commerce customers, and use

this as an intermediary to positively affect platform

loyalty (Tu 2019).

Many scholars believe that only by achieving

attitude loyalty and behavioral loyalty at the same

time can they be loyal customers. This is reflected in

the positive attitudes of consumers toward the

merchants, willingness to make repeated purchases.

This article continues this view and defines platform

loyalty as consumers' attitudes towards cross-border

e-commerce platforms and their willingness to

continue using them. Based on this, this article puts

forward the following hypotheses on the basis of the

above:

H1: Customer satisfaction plays an intermediary

role in platform products and customer loyalty.

H2: Customer satisfaction plays an intermediary

role in platform technology and customer loyalty.

H3: Customer satisfaction plays an intermediary

role in platform word-of-mouth and customer loyalty.

H4: Customer satisfaction plays an intermediary

role in platform services and customer loyalty.

H5: Customer trust plays an intermediary role in

platform products and customer loyalty.

H6: Customer trust plays an intermediary role in

platform technology and customer loyalty.

H7: Customer trust plays an intermediary role in

platform word-of-mouth and customer loyalty.

H8: Customer trust plays an intermediary role in

platform services and customer loyalty.

3 METHODS & RESULTS

The content of this survey is that Zhejiang is the

loyalty of college students to the B2C cross-border e-

commerce platform, including basic information,

shopping frequency, favorite cross-border e-

commerce platform, and targeted at the interviewee’s

favorite cross-border e-commerce platform The

platform measures its attitude and satisfaction, trust

and loyalty to platform products, platform

technology, platform services, platform word-of-

mouth, and studies the correlation between various

variables. The research thinking of this article is

divided into the following two parts: one is to

determine the problem and propose the hypothesis of

the problem, and determine the goal of this

investigation. Read the relevant literature researched

by different scholars, combined with the

characteristics of cross-border e-services, analyze

and sort the factors that affect consumer platform

loyalty, and propose a B2C cross-border e-commerce

consumer platform loyalty influencing factor model,

based on this Make research hypotheses. Second,

after designing the questionnaire, distribute the

questionnaire through the online platform, and use

SPSS 23.0 software to organize and analyze, and

draw conclusions to verify whether the model is

reasonable, determine the key factors affecting the

loyalty of cross-border e-commerce, and based on the

results to relevant companies Propose targeted

measures.

The subjects of this survey are college students in

Zhejiang. A total of 347 samples were collected in the

formal questionnaire survey, and 331 valid

questionnaires were collected. The validity rate of the

questionnaire was 95.4%. In terms of gender, men in

this survey are slightly higher than women, including

175 men and 156 women; in terms of grade, the

maximum number of seniors and above is 112.,

Accounting for 33.8%; professionally, science and

engineering students are the most, 87 people,

accounting for 26.3%, art students are the least, 26

people, accounting for 7.9%; in terms of monthly

living expenses, students with 1001-1500 yuan are

the most, which are 127 people, accounting

for 38.4%.

In general, the sample population is fairly evenly

distributed in terms of gender, grade, major, and

monthly living expenses, with high credibility.

Among them, in the survey of cross-border online

shopping experience, a total of 206 people have

cross-border online shopping experience, and 125

people have no cross-border online shopping

experience. It can be seen that the coverage rate of

cross-border online shopping among college students

is 62%, and the coverage is relatively wide. In the

sample survey with cross-border online shopping

experience, the respondents with a frequency of 3-6

times in a year are the largest, with 112 people,

accounting for 33.8%. The monthly living expenses

limit cannot be too much for shopping; among the

survey respondents’ favorite cross-border online

shopping platforms, Tmall Global is the most favored

by the respondents, accounting for 50.5%, followed

by JD Global Shopping, accounting for 24.3 %,

which is consistent with the current market share

status of the cross-border e-commerce market.

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

3.1 Reliability Analysis

The reliability analysis of the variables in the seven

scales is shown in Table 1. The Alpha value of each

variable is greater than 0.8, indicating that the

reliability of the formal questionnaire is high.

Table 1 Sample reliability analysis results

Variable

Cronbach's Alpha Numbe

Platform products 0.837 3

latform

technology

0.823 3

latform wor

-of-

mouth

0.882 4

latform services 0.875 5

Customer

satisfaction

0.863 3

Customer trust 0.532 3

customer loyalt

0.851 4

3.2 Validity Analysis

This article first conducts KMO measurement and

Bartlett sphericity test on the entire seven scales to

verify the validity of the overall scale. The KMO

value is 0.967 (>0.70), and the significance p value of

Bartlett's sphericity test is <0.01. The overall scale is

suitable for further factor analysis. After the principal

component rotation is converged, 7 factors are

obtained, which represent the 7 research dimensions.

It can be concluded that platform products, platform

technology, platform reputation, platform services,

customer satisfaction, customer trust and customer

loyalty each describe a research dimension. This

result is consistent with the influencing factor model

of this article, and the validity of the formal survey

questionnaire has been verified.

3.3 Regression Analysis

This article uses SPSS 23.0 software to perform

regression analysis on each variable to determine the

causal relationship between variables and test

whether the hypothesis is true. To test the mediating

effect of a mediating variable requires the following

three steps: (1) The independent variable

significantly affects the dependent variable; (2) The

independent variable significantly affects the

mediating variable, and the mediating variable

significantly affects the dependent variable; (3)

Between the independent variable and the dependent

variable After adding the intermediary variable, the

regression coefficient of the independent variable to

the dependent variable is significantly reduced, and it

can be considered that the intermediary effect exists,

that is, the intermediary variable can effectively

explain the relationship between the independent

variable and the dependent variable. Since the

platform technology was found to be insignificant in

the first and second steps of verification, in the third

step, this article only verifies the intermediary role of

platform goods, platform word-of-mouth, and

platform services.

Table 2 Mediation Effect Test Coefficient Table.

Modeln1 Model 2

Model 3

B t

(constant) 0.063 0.371 0.711 0.041 0.248 0.805 0.048 0.292 0.771

Platform products 0.420 5.830 0.000 0.367 5.024 0.000 0.369 5.303 0.000

latform services 0.362 4.773 0.000 0.262 3.200 0.002 0.214 2.690 0.008

latform wor

-of-

mouth

0.178 2.323 0.021 0.108 1.372 0.172 0.074 0.957 0.340

Customer

satisfaction

- - - 0.221 2.905 0.004 - - -

Customer trust - - - - - - 0.330 4.514 0.000

Dependent variable: Customer loyalty

Model one is the regression model coefficient

analysis of the independent variable to the dependent

variable, model two is the regression model

coefficient analysis of the independent variable and

customer satisfaction to the dependent variable, and

the model three is the regression model coefficient

BDEDM 2022 - The International Conference on Big Data Economy and Digital Management

analysis of the independent variable and customer

trust to the dependent variable. For example, as

shown in Table 2 It can be seen that the coefficients

of platform products decreased from 0.42 to 0.367

and 0.369, respectively; the coefficients of platform

services decreased from 0.362 to 0.262 and 0.214;

platform word-of-mouth decreased from 0.178 to

insignificant, indicating that customer satisfaction

and customer trust are in the three pre-factors. The

influence of customer loyalty plays an intermediary

effect.

4 CONCLUSIONS

This paper constructs a customer loyalty model for

cross-border e-commerce platforms, assuming that

platform products, platform services, platform

technology and platform reputation are the four

platform factors that affect customer loyalty. After

regression analysis, it is concluded that platform

products, platform services and platform reputation

have a significant positive impact on customer

loyalty. Among them, platform products have the

greatest impact on customer loyalty, followed by

platform services and platform reputation. At the

same time, these three platform factors also have a

significant positive impact on customer satisfaction

and customer trust. Customer trust and customer

satisfaction are intermediary variables that have a

positive impact on customer loyalty. Finally, this

article puts forward the following three suggestions.

First, improve product diversification and cost-

effectiveness, and ensure quality. Commodities are

the core value that consumers pursue when they

cross-border online shopping, and they are the

foundation of business operations. At present,

commodity information is becoming more

transparent and the degree of homogeneity of

platform commodities is getting higher and higher.

Consumers will collect a lot of information for

comparison before purchasing. As a cross-border e-

commerce platform acts as an intermediary for

commodity circulation, consumers are more

concerned about the quality of their commodities,

which is the part that consumers pay special attention

to when buying. Therefore, companies must ensure

the quality of their products when operating. For

example, the procurement process information can be

made public and transparent, and products sold on

this platform can be given a certain inspection mark,

which will also increase users' trust in platform

products. Second, improve platform services and

optimize shopping experience. Through empirical

research, the platform's pre-sales, mid-sales and after-

sales service have a significant positive impact on

customer satisfaction, trust, and customer loyalty.

Enterprise pre-sales service is reflected in the timely

and patiently handling of customer feedback

information on the platform, in-sale service is

reflected in the completion of delivery tasks and

logistics services within the promised time, and after-

sales service reflects solutions to product problems.

Therefore, companies need to pay attention to every

process of product services, train personnel with

professionalism and service spirit, and improve

service efficiency. Secondly, the logistics time of

cross-border procurement is longer than that of

traditional online shopping. Therefore, companies

need to cooperate with reliable third-party logistics to

improve the efficiency of logistics and distribution;

strengthen the control of the supply chain and deliver

timely logistics information to consumers. Give it a

sense of security. At the same time, proper after-sales

treatment is given, and various after-sales problems

of customers are actively and timely responded to,

and the user experience in the purchase process is

optimized. Thirdly, establish a good corporate image

and establish a platform reputation. As information

becomes more transparent, consumers can learn more

about the platform through multiple channels.

Through empirical investigations, personal

evaluation and social evaluation will positively affect

customer satisfaction and customer loyalty. When

consumers receive negative information about the

platform, they will have doubts and resistance to the

platform. Similarly, when they receive positive

information, consumers will increase their

recognition of the platform. Therefore, companies

can promote information that is beneficial to their

company and products on multiple media channels,

such as choosing a positive image of spokespersons,

and inviting various self-media platforms and key

opinion leaders to evaluate the company’s products in

order to establish a good corporate image ; Aiming at

existing consumers, cultivate a more loyal customer

group, such as helping businesses build and maintain

a fan base, use the platform to carry out live

broadcasts, etc., not only increase user stickiness, but

also enable them to spread positive information about

the company and attract potential customers,

Establish the reputation of the enterprise.

By constructing a cross-border e-commerce

platform loyalty model, this paper analyzes the

influence of various factors on customer loyalty

through empirical research, and puts forward some

targeted suggestions for the development and

improvement of the platform. However, due to the

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

limitation of research level and conditions, there are

still the following shortcomings and limitations. First,

the limitations of the research model. The influencing

factors of cross-border e-commerce loyalty are not

only the four platform factors established in this

article, but due to the limitation of personal academic

level, the model is simplified and idealized. In the

future more in-depth research, the breadth and depth

of the research will be expanded, so as to dig out more

information. Second, the limitations of the research

sample. Due to personal financial, material and time

constraints, the research object of this article is

positioned as a university student in Zhejiang.

Students occupy a large proportion of the consumer

group in cross-border online shopping, but the user

group of cross-border online shopping is far more

than students. Therefore, although the collected

samples are relatively concentrated, the accuracy and

rationality of the research results have certain

limitations. In future research, more time will be

invested to increase the scope and data of the sample,

making the results more convincing.

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