RCEP背景下跨境电商顾客复购意愿及提升策略研究——以高端制造产品为例

Customer Repurchase Intention and Enhancement Strategies for Manufacturing Products in Import Cross-Border E-Commerce Under the RCEP Background:A Study

在RCEP背景下,对高端制造产品在进口跨境电商中顾客复购意愿及其提升策略进行了聚焦性探究,目的在于探索和分析影响复购意愿的关键因素,如顾客体验、信任、物流服务和支付方式。采用问卷调查和SPSS软件进行数据收集和效度、信度检验。结果表明,这些因素与复购意愿呈显著正相关。基于此,提出了针对性策略,如优化顾客体验和提升支付方式多样性,以增强顾客的复购意愿。研究结论表明在竞争激烈的电商环境下,提升顾客复购意愿的重要性。

This study focused on customer repurchase intention and enhancement strategies for manufacturing products in import cross-border e-commerce under the RCEP framework.The objective was to explore and analyze key factors affecting repurchase intention,such as customer experience,trust,logistics services,and payment methods.Data was collected through surveys and analyzed using SPSS for validity and reliability.The results indicated a significant positive correlation between these factors and repurchase intention.Accordingly,targeted strategies,like optimizing customer experience and diversifying payment methods,were proposed to enhance repurchase intention.The study underscores the importance of these factors in the competitive e-commerce environment for boosting customer repurchase intention.