A Study on the Effects of Cross-Border E-Commerce Platform Brand Image on Brand Trust, Brand Attitude, and Brand Loyalty

Purpose - The purpose of this paper is to analyze the impact of cross-border e-commerce platform brand image on brand trust, brand attitude, and brand loyalty. Design/Methodology/Approach - The study collected data on 273 customers with experience using cross-border e-commerce platforms. Statistical programs SPSS 27.0 and AMOS 26.0 were used for data analysis. The empirical analysis consisted of frequency analysis, confirmatory factor analysis, and hypothesis testing, in that order. Findings - First, the analysis results indicate that the three dimensions of brand image in cross-border e-commerce platforms, namely product image, corporate image, and service image, have a direct positive impact on brand trust. Second, three dimensions of brand image in cross-border e-commerce platforms, namely product image, corporate image, and service image, have a direct positive impact on brand attitude. Third, the research analysis results indicate that brand trust has a positive impact on brand attitude, and both brand trust and brand attitude have a positive impact on brand loyalty. Research Implications - First, cross-border e-commerce platforms face consumers from around the world. Platforms should treat customers with integrity, maintain a good reputation, and strive to gain positive word-of-mouth from consumers. Second, consumers place great importance on the quality of imported products, and whether goods purchased from the cross-border e-commerce platform are genuine. Therefore, cross-border e-commerce companies should ensure that the overseas products they sell are authentic, and establish platform policies and regulations to crack down on businesses selling counterfeit and inferior products.