Blockchain Traceability Technology and Customer Loyalty in Cross-border E-commerce: An Empirical Study

As China's cross-border e-commerce market rapidly expands, various cross-border e-commerce platforms are beginning to focus on the research and application of blockchain technology to further improve customer loyalty. This study, from the consumer perspective, utilizes the technology acceptance model to empirically investigate the impact mechanism of blockchain traceability on customer loyalty in cross-border e-commerce platforms. Through data analysis of 271 samples, it was found that: (1) the perceived usefulness and perceived ease of use of blockchain traceability technology positively affect customer loyalty; (2) customer satisfaction and transfer costs play a mediating role between the perception of blockchain traceability technology application and customer loyalty. The findings highlight the potential of blockchain traceability in enhancing customer loyalty within cross-border e-commerce, providing valuable insights for platform development and strategy.