Research on the influencing factors of customer satisfaction in cross-border e-commerce

Аннотация
INTRODUCTION 6
CHAPTER 1 THEORETICAL BACKGROUND 9
1.1. Research background and research significance 9
1.2 Research questions 10
1.3 Research gap 10
1.4 Research methods 11
CHAPTER 2 LITERATURE REVIEW 13
2.1 Literature review of customer satisfaction 13
2.2 Literature review of e-commerce customer satisfaction 16
2.3 Literature review of cross-border e-commerce customer satisfaction 18
CHAPTER 3 MODEL CONSTRUCTION AND RESEARCH ASSUMPTIONS 20
3.1 Model construction ideas 20
3.2 Theoretical Model 20
3.3 Research Hypotheses 22
CHAPTER 4 RESEARCH DESIGN AND DATA ANALYSIS 28
4.1 Study Design 28
4.2 Data Analysis Methods 29
CHAPTER 5 DATA ANALYSIS AND HYPOTHESIS TESTING 31
5.1 Sample demographics 31
5.2 Reliability analysis 36
5.3 Validity analysis 39
5.4 Correlation analysis 40
5.5 Regression analysis 40
5.6 Analysis of variance 42
CHAPTER 6 RESEARCH CONCLUSIONS AND RECOMMENDATIONS 43
6.1 Research conclusions 43
6.2 Recommendations 43
6.3 Research limitations and future prospects 45
REFERENCES 46
APPENDIX 1 Questionnaire 53
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In recent years, cross-border e-commerce has shown a very hot trend. The transaction volume is expected to increase from 400 billion USD in 2016 to 1.25 trillion USD in 2021, and cross-border e-commerce sales also account for 22% of the total e-commerce in 2022. At the same time, there are many articles about cross-border e-commerce, mainly focusing on cross-border logistics, cross-border services, cross-border transactions, etc., but few studies focus on customers, so this article decided to focus on customer satisfaction.
There are very few studies on the influencing factors of cross-border e-commerce customer satisfaction, which are mainly based on the e-commerce satisfaction model. Therefore, after sorting out the relevant literature, two research questions are drawn: 1. Which factors can be included in the e-commerce satisfaction model? 2 In which way the customer satisfaction model can be established? Therefore, the goal of this paper is to expand along these two issues.
First of all, let’s start with the definition of satisfaction. There are two definitions of satisfaction. One is the actual psychological feeling of customers, and the other is defined as the difference between customers’ actual feelings and expectations. Factors affecting customer satisfaction can be divided into psychological factors, such as expected expectations, customer needs, fairness in the purchasing process, and actual factors, such as services, products, corporate image, and so on. On this basis, Sweden, the United States, Europe and other countries have successively proposed SCSB, ASCI, ESCI and other models to summarize the factors affecting customer satisfaction. With the development of e-commerce, the research on customer satisfaction in e-commerce has also become more and more. There are some influencing factors that have been studied a lot, such as web design, payment security, product quality, etc., and some less mentioned factors, such as playfulness, Enjoyment, Entertainment, Interactivity. The literature in the context of cross-border e-commerce is mainly based on the above two research models.
Therefore, this article decided to change the way of thinking and use the method of customer journey mapping to analyze all the touchpoints of customers' cross-border purchases, and divide the customer purchase process into four stages: Awareness, Interest, Action, and Advocacy. Awareness means that customers begin to realize the need for cross-border purchases, so the reputation of cross-border e-commerce platforms at this stage will affect their choices; Interest means that customers begin to browse the web and experience on the web platform. At this stage Service is the most important factor affecting customer satisfaction; Action includes two actions: customer payment and platform delivery. The convenience of payment, security and logistics speed, price, quality and service; Advocacy refers to customer income. After the arrival of the product evaluation, at this stage, satisfaction is the main factor. In conclusion, by analyzing the purchase process, five factors that affect customer satisfaction can be proposed: the reputation of cross-border e-commerce platforms, services, payment, logistics, and perceived value.
Based on the literature review and analysis of the cross-border purchase process, the following hypotheses are proposed:
H1: The cross-border e-commerce platforms reputation has a positive effect on customer satisfaction.
H2: The cross-border e-commerce platforms service has a positive effect on customer satisfaction.
H3: Customer' perceived value in cross-border purchases has a positive effect on customer satisfaction.
H4: Cross-border payment has a positive effect on customer satisfaction.
H5: Cross-border logistics has a positive effect on customer satisfaction.
In this paper, the method of questionnaire survey is used to collect data, and the data analysis method of SPSS is used to test the hypothesis. The questionnaire structure mainly consists of two parts. The first part is basic information, such as gender, age, monthly income, length of experience in cross-border purchases, frequently used cross-border e-commerce platforms, product types and product values purchased, language and exchange rate pairs. The second part focuses on 5 influencing factors, and then combines relevant literature and questionnaires to put forward 19 questions to investigate these 5 factors. Then, through social media such as WeChat, TIKTOK distributed it to people with cross-border purchase experience, and finally received 327 questionnaires.
In the data analysis part, descriptive statistics are first carried out on the questionnaire data. It can be seen that the cross-border purchasers are characterized by high education, high income, younger age, more women than men, and more cautious purchases. It can be concluded that the reputation of cross-border platforms and the perceived value of customers have a greater impact on customer satisfaction, while the impact of the other three factors is less obvious.
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