Study On The Impact Of Online Shopping Experience Of Cross-border E-Commerce Consumers On Brand Loyoalty

With the rapid development of the global digital economy in recent years,e-commerce has been popularized by the whole people.And in the context of the improvement of people's living standards,the rise of the middle class,and the upgrading of consumption,domestic products have not been able to meet the growing diversified needs of online consumers,and the cross-border e-commerce platform has developed rapidly,which is called the new trend of international trade.As an increasingly developed and perfect industry,the future competition of the industry is not only to increase the competition of users,but also the competition of user consumption experience and the competition of user brand loyalty,so the impact of consumer experience on customer loyalty will be more obvious.Existing scholars have made extensive contributions to the general research and consumer behavior analysis of cross-border e-commerce,but there are few studies on the combination of cross-border e-commerce and consumer behavior.For the content of this paper,that is,the factors affecting customer loyalty of cross-border e-commerce platform,there is no unified and influential research conclusions and results in the academic area.And the research on e-commerce for user experience only involves concepts and phenomena analysis.The theory of cross-border e-commerce is relatively blank,especially in the field of user experience.In addition,because cross-border e-commerce activities are conducted in different countries and cultures,this also increases the complexity and unpredictable characteristics of cross-border e-commerce consumer behavior,and has led to many in this industry.Non-standards and standards affect consumers' shopping experience and consumer rights.There are still many pain points and difficulties in the consumption process.The main innovation of this paper is to combine the experience economy model with the SOR consumer behavior impact model to create a unique innovation research framework.This article is doing a lot of literature reading and furnishing.On the basis of this,build an innovative research model.The questionnaire survey method is used to conduct in-depth analysis of the survey data and SPSS is leveraged to explore the impact of consumer experience on customer satisfaction and customer satisfaction on customer loyalty,and to provide insightful suggestions for cross-border e-commerce players for the reference of industry companies,improve the operation of cross-border e-commerce enterprises and website design,and promote the rational and efficient development of the industry,Utilizing Demographic data analysis,reliability analysis,validity analysis,correlation analysis and regression analysis,etc.The main suggestions are:to enhance the action experience as the focus of work,and to achieve the purpose of increasing customer satisfaction and brand loyalty;to create an environment with excellent consumer experience based on emotional experience;To reduce investment in thinking experience,;To pay attention to the connected experience,but do not need to pursue the ultimate.