Research on the Influencing Factors of User Satisfaction Index on Self Operated Cross-Border E-commerce Platforms

In the context of the globalization of the digital economy, DTC (Direct To Customer), as an important model for cross-border e-commerce, is crucial for improving user stickiness and enhancing business efficiency. This article selects a customer satisfaction index model, combines the theories of perceived risk and perceived usefulness with the consumption behavior preferences of cross-border e-commerce app users, and constructs a self operated cross-border e-commerce platform user willingness to continue using decision model. Structural equations are used to conduct empirical analysis on the satisfaction index of cross-border e-commerce users. The results indicate that users are sensitive to the perceived timeliness risk indicators of self operated cross-border e-commerce platforms; The level of expected feedback and confirmation after purchase significantly affects users’ perceived usefulness and perceived ease of use of the platform system; The overall satisfaction evaluation of the platform determines the user’s repurchase decision and willingness to continue using it.