Study on Customer Loyalty of Cross-border Import E-commerce Platform Based on Human-Computer Interactive User Experience

Abstract

Under the environment of economic development and consumption upgrade, cross-border import e-commerce is developing faster and faster. With the reduction of product differentiation between platforms and the gradual saturation of business model dividends, maintaining customer loyalty has become the key to improve the competitiveness of platforms. This article mainly from the perspective of customer experience, explores the main aspects of experience that affect customer loyalty, and then finds the direction for improvement and puts forward corresponding suggestions for improvement. This paper takes customer experience as independent variable and customer loyalty as dependent variable, establishes models and hypotheses, collects data by designing a questionnaire, uses SPSS 22.0 to do correlation regression analysis on the collected data, validates hypotheses and models, and finally concludes that customer experience directly affects customer loyalty. The most significant positive impact on customer loyalty is service experience, website, product, Logistics and payment experience. It also puts forward suggestions to enhance customer loyalty, such as strengthening customer relationship management.