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.

Ying Xue. Research on the Influencing Factors of Customer Satisfaction in Cross-border E-commerce. Academic Journal of Business & Management(2025), Vol. 7, Issue 3: 93-99. https://doi.org/10.25236/AJBM.2025.070314.

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