Research On The User Trust Oriented Service Design Of Cross-border E-commerce

With the development of information technology,the application of Internet technology changes with each passing day,the development of e-commerce has been supported by the strong technical support.With the development of e-commerce,people have a new experience in lifestyle and shopping.With the globalization of economy,cross-border e-commerce has become one of the hottest ways to shop right now.The Cross-border e-commerce has facilitated the selection of global goods to domestic consumers,then the consumer's trust on cross-border e-commerce has become an important factor for the company's survival and development.Based on this background,I try to enhance the user trust through designing the cross-border e-commerce shopping service,so as to enhance the consumer viscosity of cross-border e-commerce and enhance the further economic benefits of the platforms.In this paper,cross-border e-commerce is the research object,based on e-commerce user trust model and service design method,I try to explore the relationship between service design elements and user trust,the main research process and results of this study are as follows:First of all,it describes the service contents of cross-border e-commerce in detail and discusses the formation mechanism and influencing factors of cross-border e-commerce user trust and explores the possible application of service designing methods and tools in cross-border e-commerce service?Then,this study extracted 16 service design elements related to user trust and classified them into four design dimensions according to the service flow and specific case analysis of cross-border e-commerce.Based on the stakeholders' trust framework model,the website features-trust-satisfaction model.Wang and Emurian's four-dimensional web design and Stanford's four-dimensional measure,this paper extracted 11 elements related to service design and based on the goal of cross-border e-commerce user needs characteristics,cross-border e-commerce service experience process characteristics and touch points,it extracted five service design elements again,so it extracted 16 customer trust-related service design elements in total;based on cross-border e-commerce service process and specific case analysis,it is classified into four design dimensions:visual design,content design,interactive design,experience design.Second,the relationship between four design dimensions and 16 service design elements with user trust was tested and screened through questionnaire and SPSS.The results were as follows:The four design dimensions visual design,content design,interactive design,experience design are positively correlated with the user's trust.Among them,the interactive design has the highest positive correlation with the user's trust,followed by the visual design,content design and experience design.Among the 16 design elements,there are three elements that KOL recommended content,user evaluation,product packaging are no significant correlation,the other 13 service design elements have a significant positive correlation with user trust.Finally,according to the four design dimensions and sperman correlation coefficients of 13 service design elements,a set of service design strategies to enhance cross-border e-commerce user trust is proposed,and 13 service design elements are proposed respectively,a design practice demonstration been conducted finally.