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

Along with the enthusiasm of global consumption concepts and the promotion of national policy dividends,customers' demand for imported goods has increased,and the group of overseas online shopping has continued to expand,so China's cross-border e-commerce market has an optimistic development prospect.Under such a favorable situation,many cross-border e-commerce platforms have emerged into sight.How to create a good brand image in the competitive market and improve customer loyalty is an important issue that should be paid attention to by cross-border e-commerce platforms.Based on literature review,this study establishes a theoretical model,which is starting from the brand image of cross-border e-commerce platforms,to study the impact of its dimensions on customer loyalty,and to explore the mediating effect of customer perceived value,as well as the moderating effect of switching costs in the model.According to the mature scales of scholars at home and abroad,the variables of this study were measured,and the items were corrected in the prediction test to form a formal questionnaire.Finally,the questionnaires of consumer feedback of cross-border e-commerce platform were analyzed by SPSS24.0.Through empirical analysis,the research draws these conclusions:(1)The brand image of cross-border e-commerce platform can be divided into six dimensions: goods,services,web pages,payment,logistics and reputation image;(2)The dimensions of cross-border e-commerce platform brand image have a direct positive impact on customer loyalty,but the web image has no significant impact on it;(3)The dimensions of cross-border e-commerce platform brand image have different positive impact on customer perceived value,but payment image has no significant impact on it;(4)customer perceived value has a positive impact on loyalty,and has a partial intermediary role between cross-border e-commerce platform brand image and customer loyalty;(5)switching cost negatively regulates the impact of most dimensions of cross-border e-commerce platform brand image on customer loyalty,and negatively regulates the impact of customer perceived value on loyalty.Based on the research results,this paper proposes marketing management recommendations for cross-border e-commerce platforms,and lists the detailed improvement measures based on the six dimensions: goods,services,web pages,payment,logistics and reputation.Firstly,cross-border e-commerce platform should pay attention to the shaping and management of the brand image;in addition,it should focus on the perceived value of target customers,and at the same time improve the switching cost of changing cross-border e-commerce platform,then ultimately promote consumer loyalty.