The Study On User Satisfaction Of Chinese Cross-border E-commerce Platform

Business model of many traditional industries has been changed by the advent of digital economy era.Thus,cross-border e-commerce transactions have become a non-negligible backbone in the international trade market.In this wave,the cross-border e-commerce trading platform has built bridges for entities and individuals in different countries,and provides services such as cross-border payment,international logistics,marketing promotion,and cross-cultural communication.How to improve user satisfaction becomes a significant issue for cross-border e-commerce platforms.In the beginning,this article analyzes the status quo of China's cross-border electronic platform user satisfaction,and the result indicates that there is room for improvement in the user satisfaction of China's cross-border e-commerce platform in terms of products,customer service,technology and logistics.Then,taking DHgate cross-border e-commerce platform as an example,this paper analyzes the influencing factors of cross-border e-commerce platform user satisfaction through factor analysis,multiple regression analysis,and four-part diagram model from the perspective of buyers and sellers.Results show that site ease of use,product quality,logistics,and customer service have a significant impact on buyers' user satisfaction.Operational procedures,website design,value-added services,and product reviews have a significant impact on sellers' user satisfaction.Through comprehensive analysis of the influencing factors of buyer user and seller user satisfaction,this paper points out that products,customer service,logistics,and technology are the main influencing factors of user satisfaction in China's cross-border e-commerce platform.Then,according to the four-dimension map model,the user satisfaction improvement model and promotion strategy are proposed.Finally,this article proposes suggestions to improve the user satisfaction according to the status quo and influencing factors of user satisfaction in China's cross-border e-commerce platform.China's cross-border e-commerce platform should improve product quality,control product prices,strengthen cooperation with brand parties,improve the timeliness of communication in customer service,enhance professional service concepts,establish overseas warehouses in logistics,expand the tripartite logistics companies cooperated to increase the rate of dutiful investment,and improve the level of user satisfaction of China's cross-border e-commerce platform.