Research on User Experience Design of Cross-Border E-commerce Platform Based on CUBI Model and NPS Index in the Context of Expanding Import: A Case Study of KaoLa

Abstract

The first China International Import Expo (CIIE), held on November 5, 2018 in Shanghai is an initiative step for China to open market to the world and actual action to uphold economic globalization and trade liberalization. It reveals the attitude that China has committed to implementing the openness to the world at the summit of The Belt and Road Initiative as well as shows opportunities of further developing markets in China with enormous consumption ability to many other overseas brands. Empowered by the favorable policy such as import tax reduction, the development of cross-border e-commerce has stepped into the path of high-speed. In this connection, a host of overseas brands actively have a closer relationship with China’s consumption upgrading, and immerse into the Chinese market through cross-border business, quickly gaining a certain market share. According to the development reality of cross-border business, this paper takes the Koala e-commerce platform as an example to study the effect of following six experience elements to user experience, including the product experience, the convenience of platform use, benefits and welfare. Emerging as a new type of trade business, cross-border e-commerce will steadily enter the fast lane with favorable policies and a mature e-commerce environment in China. The user experience design model of cross-border e-commerce platform proposed in this study is of great significance to the analysis of the deep characteristics of the western and eastern user experience psychology under the experience economy, which will be a reference for the development of cross-border business in China.