Copeland和Churchill最早将忠诚的概念引入商业领域之后学者们围绕顾客忠诚度这一重要概念开展了大量研究Copeland1923;。根据学术界对顾客忠诚度的定义可以分为三个不同的学派：行为学派、态度学派、行为和态度融合学派。在行为学派相关研究认为顾客忠诚度是顾客对于同一品牌产品或服务的重复购买行为刘斌200730；徐玉芯201534；张睿璇202135。在态度学派相关研究认为顾客忠诚度是

The concept of loyalty was first introduced into the business realm by Copeland and Churchill, and since then, scholars have conducted extensive research on customer loyalty. Based on academic definitions, customer loyalty can be classified into three different schools of thought: behavioral, attitudinal, and a combination of both.

In the behavioral school, customer loyalty is defined as the repeated purchase behavior of customers towards the same brand or product/service. In the attitudinal school, customer loyalty is defined as the willingness of customers to maintain a transactional relationship with a specific supplier. In the combined behavioral and attitudinal school, scholars integrate the viewpoints of both schools to suggest that customer loyalty is not only reflected in behavior, but also in attitude. Attitudinal loyalty refers to the emotional preference and high recognition that customers have for a product or service provided by a company, despite changes in the external environment. Behavioral loyalty refers to the repeated purchase and positive word-of-mouth promotion of a product or service provided by a company.

In this study, customer loyalty in cross-border e-commerce is defined as the continued preference and recognition of a specific cross-border e-commerce platform by customers, despite the changing market environment and the marketing efforts of competitors. This definition includes a series of extended behaviors, such as recommending the platform, following other suppliers on the same platform, and actively giving positive feedback. The concept of customer loyalty is crucial in cross-border e-commerce, as it is a key factor in building a sustainable competitive advantage for companies in this industry