Research On The Impact Of B2C Cross-Border E-Commerce Brand Construction On Vietnamese Consumer Loyalty

Vietnam is China’s largest trading partner in ASEAN and the fastest growing emerging market in ASEAN.With the continuous development of B2 C cross-border e-commerce in Vietnam in recent years,its market size is also expanding and Vietnam is expected to overtake Thailand to become the second largest internet economy in Southeast Asia by 2025.With a large population,huge population size,high internet penetration and supported by policy dividends in various areas,Vietnam is an ideal place for China’s B2 C cross-border e-commerce businesses to enter the Southeast Asian market.The importance that Vietnamese consumers place on product branding has made branding an important factor in the international competitiveness of Chinese cross-border e-commerce enterprises.Based on the S-O-R model,the research model of "brand building of B2 C cross-border e-commerce enterprises-consumer perceived value-Vietnamese consumer loyalty" was constructed by dividing the brand building of B2 C cross-border e-commerce enterprises into three dimensions: corporate image building,product quality building and service system building.A questionnaire survey was used to collect data,and SPSS and AMOS software were used to conduct reliability analysis and structural equation modelling(SEM)tests.On the basis of the empirical evidence,theoretical suggestions were put forward for B2 C cross-border e-commerce enterprises to enter the Vietnamese market: in terms of corporate image,they can hold large-scale events in Vietnam to raise awareness,actively deal with crises and focus on the protection of consumer rights;in terms of product quality,they can strictly control product quality and set reasonable prices;in terms of service system,they can standardise the return and exchange procedures and improve the speed of logistics and delivery.In terms of service system,we have standardised the return and exchange procedures and improved the speed of logistics and delivery,with a view to improving the perceived value of consumers and enhancing the loyalty of Vietnamese consumers,thus providing a reference for Chinese B2 C cross-border e-commerce companies to enter the Vietnamese market.