Research On The Influence Of Customer Experience On Brand Loyalty In Cross-border E-commerce Platform

Cross-border e-commerce as the "Silk Road Online" is not only a venue for commodity trading in cross-border e-commerce transactions,but also a medium for transaction subject information communication.China’s cross-border e-commerce platform has developed rapidly and the competition between platforms has become increasingly fierce.How to attract new customers while retaining old customers has become the focus of marketing management,and good customer experience is a key factor in the competitiveness of enterprises.Therefore,it is of great theoretical and practical value to explore the impact of cross-border e-commerce platform customer experience on consumer brand loyalty.Based on the existing research,this paper hopes to continue to study the following questions: The customer experience of cross-border e-commerce platform includes several dimensions? How does it affect consumer brand loyalty?This study is divided into three phases: First,review and review literature on cross-border e-commerce,customer experience,brand loyalty,brand sentiment,and brand trust,combined with cross-border electricity The characteristics of the business platform are the three dimensions of functional experience,brand experience and emotional experience under customer experience as independent variables,brand trust and brand sentiment as intermediary variables,and consumer brand loyalty as a dependent variable.Followed by the questionnaire design and empirical research,through the summary of the existing research and combined with in-depth interview feedback data,initially determined the measurement scale of each research dimension,and then through the pre-study collected 42 valid questionnaires to test and modify the problem Item and finally confirmed the formal questionnaire.After the survey,a total of 300 questionnaires were distributed and 253 valid questionnaires were obtained.The effective recovery rate was 84.3%.SPSS22 software was used to analyze the results of questionnaires by stepwise regression method and test regression coefficients in turn.The following empirical results were obtained: cross-border e-commerce platform customer experience has a significant positive effect on consumer brand loyalty,and through brand trust And brand emotions indirectly affect consumer brand loyalty;the basic characteristics of the sample have different effects on the research variables.This paper builds the cross-border e-commerce platform customer experience model of consumer brand loyalty,studies the cross-border e-commerce platform customer experience,brand trust and the relationship between brand emotion and brand loyalty,and draws the following conclusions:(1)The relationship between customer experience and consumer brand loyalty across cross-border e-commerce platformsThe overall page design of cross-border e-commerce platform websites,the quality of goods,the speed of logistics,the convenience of payment,and the overall sensory and psychological experience that marketing activities bring to customers do have a significant impact on customer loyalty.Cross-border electricity Business platform customer experience is an important driver of consumer brand loyalty.(2)The relationship between customer experience and brand trust and brand emotion in cross-border e-commerce platformConsumers’ functional experience,brand experience and emotional experience in the cross-border e-commerce platform have a significant positive impact on consumers’ brand trust.At the same time,emotional experience has a significant positive impact on consumers’ brand sentiment.(3)The mediating effect of consumer brand trust and brand sentimentAlthough cross-border e-commerce platform customer experience has a significant impact on customer loyalty,it must indirectly influence brand loyalty through two mediating variables: brand trust and brand sentiment.Cross-border ecommerce platform companies must cultivate consumer brand loyalty,and need to provide consumers with a good experience in shopping experience,enhance brand trust and brand sentiment on cross-border e-commerce platforms,and thus create cross-border consumers Loyalty and behavioral loyalty to shopping websites.This study not only enriched the research theory of brand loyalty,but also clearly demonstrated the importance of cross-border e-commerce platform customer experience for companies.On this basis,it put forward related marketing and management recommendations for cross-border e-commerce platform companies.In order to promote China’s cross-border e-commerce development.