Research on improvement mechanism of cross-border e-commerce sales performance under COSMO algorithm paradigm

ZHA Yuexia; LYU Jie

doi:10.12299/jsues.26-0107

Volume 40 Issue 2

Jun. 2026

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Article Navigation > Journal of Shanghai University of Engineering Science > 2026 > 40(2): 183-188

ZHA Yuexia, LYU Jie. Research on improvement mechanism of cross-border e-commerce sales performance under COSMO algorithm paradigm[J]. Journal of Shanghai University of Engineering Science, 2026, 40(2): 183-188. doi: 10.12299/jsues.26-0107

Citation:

ZHA Yuexia, LYU Jie. Research on improvement mechanism of cross-border e-commerce sales performance under COSMO algorithm paradigm[J]. Journal of Shanghai University of Engineering Science, 2026, 40(2): 183-188. doi: 10.12299/jsues.26-0107

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Research on improvement mechanism of cross-border e-commerce sales performance under COSMO algorithm paradigm

doi: 10.12299/jsues.26-0107

ZHA Yuexia,
LYU Jie^,

Faculty of Business Administration, Shanghai Business School, Shanghai 201400, China

Received Date: 2026-03-16
Available Online: 2026-08-19
Publish Date: 2026-06-30

Abstract

Abstract

Addressing the problems of inadequate adaptation of traditional marketing theories and unclear performance transmission mechanisms in Amazon cross-border e-commerce under the iteration of the common sense knowledge generation and serving system (COSMO) intelligent algorithm, performance improvement paths were empirically examined using Amazon US enterprises as samples, based on information processing, relationship marketing and algorithm empowerment theories. The results indicate that content marketing investment and brand relationship construction significantly positively influence organic traffic, new product sales speed, and long-term sales performance; organic traffic and new product sales speed play a chain mediating role, while customer lifetime value acts as a key mediator; and the COSMO algorithm has a significant positive moderating effect on core transmission paths. It is revealed that the COSMO algorithm reshapes the platform traffic allocation logic, relationship-oriented content and brand operations are the core path for long-term growth, and customer lifetime value is the key mediator for performance transformation. These results provide new insights into the marketing improvement mechanism of cross-border e-commerce under the COSMO algorithm, theoretical and practical references for intelligent operation and sustainable growth of enterprises.
- COSMO algorithm,
- cross-border e-commerce,
- sales performance,
- customer lifetime value

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References(19)

References

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