Research on the Influencing Factors of Consumers' Willingness to Continue Using Cross-Border E-Commerce Platforms

As the global digitization process accelerates and consumer demand for cross-border goods continues to grow, cross-border e-commerce has become an important growth engine for international trade. However, consumers' willingness to continue using cross-border e-commerce platforms is affected by a variety of factors, including insufficient advertising, uneven product quality, unreasonable interface design, lack of promotional activities, and imperfect cross-border logistics systems. These issues result in low consumer retention, low frequency of use, and low acceptance of the platform. By analyzing the factors that affect the continuous use behavior of consumers, this paper proposes optimization strategies, including precise advertising, improving product reputation and experience, improving logistics supply chain, simplifying operation process and subdividing customer groups. The research results show that by improving these key factors, consumers' perceived usefulness and ease of use can be effectively enhanced, thus enhancing their willingness to continue to use, and providing theoretical support and practical guidance for the sustainable development of cross-border e-commerce platforms.