Analysis on the Influencing Factors of International Consumer Loyalty of Tmall, a Cross-border Import Platform

Abstract

With the introduction of various favorable policies for cross-border e-commerce in China, the rapid development of science and technology, the increase of overseas demand and other multiple factors, the global market share of Tmall International ranks second in the global cross-border e-commerce market, second only to Amazon. This paper adopts the empirical analysis method to study the consumer loyalty of Tmall Global, and believes that the consumer loyalty of Tmall Global can be improved by providing high-quality products, improving logistics services, optimizing payment services and increasing promotion efforts.