Research on the Influencing Factors of Customer Satisfaction in Cross-border E-commerce

With the rapid increase in international trade, research on the factors influencing customer satisfaction in cross-border e-commerce is essential to improve the online shopping experience. This article presents a literature review on cross-border e-commerce customer satisfaction and uses the Customer Journey Map to analyse the entire purchase process of cross-border businesses. It then puts forward hypotheses and creates an empirical model of customer satisfaction in cross-border e-commerce based on these findings. Next, data is collected through a questionnaire survey of 327 overseas consumers, and SPSS is used to analyse the data. The study concludes that five factors affect customer satisfaction in cross-border e-commerce: the reputation of cross-border platforms, services, cross-border payment convenience and safety, logistics, and perceived value.