Consumers’ Continuous Usage towards Improved Operations and Management of Cross-Border E-Commerce Websites in Jinjiang, Fujian Province, China

This research paper delves into the dynamics of cross-border e-commerce in Jinjiang, China, focusing on consumer behavior and platform preferences. The study aims to investigate the factors influencing consumers' continuous usage of cross-border e-commerce websites, such as perceived ease of use, perceived usefulness, perceived security, service quality, and customer satisfaction. Through a quantitative descriptive study, data was collected from 384 consumers using structured surveys and questionnaires. Statistical analyses, including multiple linear regression and Pearson correlation, revealed the significance of these factors in shaping consumer behavior. The findings highlight the importance of tailoring marketing strategies to meet diverse consumer needs and preferences in the competitive e-commerce landscape. By understanding these factors, businesses can enhance customer satisfaction, and loyalty, and ultimately drive long-term growth and sustainability. The implications derived from this study provide valuable insights for stakeholders to navigate the evolving online retail environment effectively.