Research On Customers' Intentions To Repurchase Through Cross-border Import E-commerce Platforms

With the escalation of national consumption level and the increasing consumption demand of consumers,the demand of domestic consumers for overseas goods is increasing.At the same time,China's cross-border e-commerce preferential policies have been introduced,and the large e-commerce platform enterprises have gradually launched cross-border e-commerce business,such as NetEase,Jingdong,Alibaba and other enterprises.As a tool for buying overseas commodities,cross-border e-commerce has become a new growth point for China's foreign trade and economic growth,and the competition in the cross border import e-commerce platform is becoming more and more fierce.Each platform wants to get the top in the competition.For the cross-border import e-commerce platform,the cost of mining a new customer is much higher than the cost of retaining an old user.Therefore,it is very important to improve the customer loyalty and promote the customer's repeated purchase behavior.Therefore,this article combines the theory of consumer willingness to buy and the cross-border imported e-commerce platform to build a cross-border e-commerce platform model of repeated purchase intention influence factors,and put forward eight research hypotheses that need to be verified.Under the premise of test and verification that the questionnaire has valid settings for each item,the descriptive statistical analysis,reliability validity analysis,correlation analysis and regression analysis were performed on the final data of the questionnaire recovered by SPSS 19.0.Finally,the research proposed in this paper was verified.The assumptions are all established,that is,whether the decision information provided by the platform is clear when the customer is purchasing the product,determines the degree of satisfaction of the customer with the platform,and whether the platform can provide high-quality goods,good logistics services and after-sales services for the customer.Satisfaction has an important impact;the customer's perception of the platform's level ofsecurity and its customer satisfaction with the platform also have an important impact.Secondly,customers ' satisfaction with the platform will promote their repurchase aspirations;if customers increase their trust in the platform,they will increase their repurchase intentions and be converted into repurchasing behaviors;in addition,the high conversion cost of the platform will increase.The possibility of customers continuing to shop on the platform.After quantitatively researching the repeated purchase intention of cross-border imported e-commerce platforms,this paper qualitatively analyzes the customer maintenance strategies of the major cross-border imported e-commerce platforms in the current market.Combining the conclusions of quantitative and qualitative research,this paper presents recommendations and countermeasures for the future development direction of China's cross-border imported e-commerce platform.First of all,the platform needs to improve some functions to reduce the difficulty of customer decision-making.Second,the platform needs to ensure the authenticity and high quality of the supply.Third,it needs to enhance the service level of the platform and enhance the customer's experience.Fourth,it must improve the logistics of the platform.System;Fifth,it is necessary to improve the platform's security technology and regularly spread safety knowledge to consumers;finally,efforts should be made to increase customers' economic conversion costs and emotional conversion costs,and to increase customers' willingness to purchase repeatedly.