Regional Economic Integration and Cross-border E-commerce: A Study on Factors Influencing User Loyalty on Korea's TMon Cross-border E-commerce Platform

In the context of rapid globalization and digital technology development, cross-border e-commerce has become a key driver for international trade and regional economic growth. However, in the increasingly competitive cross-border e-commerce landscape, improving user loyalty remains a pressing issue. Although user experience and perceived value are considered key drivers of user loyalty, research on how different dimensions of user experience and perceived value influence user loyalty is still insufficient, particularly in the context of Korea's TMon cross-border e-commerce platform. To fill this research gap, this study focuses on the TMon cross-border e-commerce platform in Korea and analyzes 439 valid samples using structural equation modeling to explore the impact of various dimensions of user experience and perceived value on user loyalty. The results show that perceived value, sensory experience, emotional experience, thinking experience, and association experience all have significant positive effects on user loyalty, while the effect of action experience is not significant. Additionally, sensory experience, emotional experience, thinking experience, action experience, and association experience have a significant positive impact on perceived value. These findings expand Schmitt's experiential marketing theory, validate its applicability in the cross-border e-commerce context, and reveal the unique challenges of action experience in cross-border e-commerce. The results also confirm the critical role of perceived value in enhancing user loyalty. This study provides practical insights for cross-border e-commerce platforms to optimize user experience strategies and strengthen user loyalty, contributing to the development of regional economics.