Study On The Relationship Of Customer Experience,Customer Trust And Cross-buying Intention Base On The Cross-border E-Commerce Platform

With the inclination of national policies,the favor of industry investors and the consumption upgrade of costumers,the cross-border E-commerce in China has developed quickly in recent years.As far as the demand side is concerned,there are two features.First,the continuous growth of people with great demands.In 2016,the number of cross-border online shopping users was 0.042 billion.In 2017,that number is expected to reach 0.059 billion.Second,the differentiation of demand contents.The product categories have been expanded from the initial beauty makeup products,household and personal care products,mother-baby products to food,health care products,decorations,bags and suitcases,pet supplies and medical supplies.As far as the supply side is concerned,there are also two features:first,the continuously upgrading competition.The incomplete statistics showed that there were more than 5000 cross-border E-commerce companies in China in 2015.Second,the expansion and development of businesses and scales.In order to cater to the demands of many consumers,both comprehensive and vertical categories of present cross-border E-commerce platform are being upgraded.The scale and category of comprehensive categories have been constantly expanded and some vertical categories have also been developed so as to explore user values.With the constant advances of"Belt and Road" strategy,our cross-border E-commerce industry will welcome challenges and opportunities of a new round and will also face more fierce competition.Therefore,under this background,it will be of great significance and value for cross-border E-commerce platform companies to break through the difficulty,to constantly improve the user experience,to increase the usage frequency and the purchasing frequency,to improve the cross-buying of cross-category products and to dig out more user values.Based on the above background,this paper combs present researches on cross-border E-commerce,customer experience and cross-buying behaviors and finds that there is only a limited research scope of cross-border E-commerce,a relative small number of researchers on consumer behaviors and fewer researches on cross-buying behaviors compared with those of repeated purchase.In addition,there is a lack of specific researches on cross-buying and there is only a vague definition of"different products" Therefore,based on current researches,this paper takes the cross-border E-commerce platform as the research objects,the customer experience as the independent variable,and the customer trust as the dependent variable to research the relationship among them.This paper divides the customer experience into four dimensions,which are product experience,service experience,emotion experience and related experience,according to the industry background and the attribute features of the research objects.This paper also divides the cross-buying intentions into three types,which include point cross-buying intention,line cross-buying intention and plane cross-buying intention,according to their types and brands,This paper constructs the relationship model for customer experience and cross-buying intention of cross-border E-commerce platform based on customer trust and puts forward 28 hypotheses.The data are analyzed by SPSS 19.0 to test the model and hypotheses and analysis the variables at the same time.The empirical study shows that:(1)The four dimensions of customer experience all have positive effect on customers trust,and the degree of the effect is product experience,service experience,emotional experience and related experience.(2)Customers trust have positive effect on the three dimensions of cross-buying intention,and the degree of the effect is,point-cross-buying intention(PCB),line-cross-buying intention(LCB),side-cross-buying intention(SCB).(3)The four dimensions of customer experience all have positive effect on point-cross-buying intention(PCB),and the degree of the effect is,product experience,service experience,emotional experience and related experience.(4)Three dimensions of customer experience have positive effect on line-cross-buying intention(LCB),and the degree of the effect is,service experience,product experience and emotional experience.(5)Three dimensions of customer experience have positive effect on side-cross-buying intention(SCB),and the degree of the effect is,service experience,emotional experience and product experience.(6)Customer trust has mediating effect between customer experience and cross-buying intention,and there are 11 mediating effect in 12 relation,9 for part medium role,2 for complete medium role(between related experience and PCB,between product experience and SCB),whereas 1 for unmediated efect(between related experience and LCB).Based on the research conclusion,combined with the development of cross-border E-commerce business,some specific suggestions about how to improve customer experience and cross-buying intention are given for the cross-border e-commerce platform.