Research On Service Quality Evaluation Of Self-operated Cross-border E-commerce Platform

In recent years,due to the gradual decline of global trade abroad,China’s foreign trade pattern has begun to change,and cross-border e-commerce has gradually emerged,which is playing an important role in China’s import and export trade.As the support of cross-border e-commerce transactions,cross-border e-commerce platforms have made outstanding contributions to the smooth completion of transactions.However,in the current development of cross-border e-commerce platforms,there are problems such as fake commodities and shoddy goods,which seriously hinder the further development of cross-border e-commerce.Therefore,this paper will establish an evaluation system of self-operated cross-border e-commerce platform,hoping to strengthen the management of cross-border e-commerce platform,urge the platform to continuously improve its service quality,promote the standardized development of China’s cross-border e-commerce,and accelerate the transformation of China’s foreign trade.Firstly,this paper summarizes the relevant literature on e-commerce service quality at home and abroad.Foreign studies mainly focus on the measurement of e-commerce service quality,and a series of related scales are developed,including SiteQual scale,eTailQ scale and so on.Domestic research is mainly focused on empirical research.According to the summary of the literature,the eleven commonly used evaluation indicators are summarized.According to the characteristics of cross-border e-commerce,this paper conducts text mining on customer comments of self-operated cross-border e-commerce platforms,and obtains the indicators related to service quality that customers often refer to in the comments.Then,the preliminary index system is obtained by integrating the indicators summarized in the literature review,the results of text mining and the cross-border transaction process.Finally,the evaluation index system is verified.This paper designs a questionnaire for the service quality of cross-border e-commerce platform,and obtains relevant data.Factor analysis is conducted on the data.According to the results,we screen the index system,so as to achieve the purpose of dimensionality reduction.Then the weight of each index is determined by principal component regression.The final index system includes six indicators,which are security,customs clearance,tax and cost,logistics service,ease of use,customer service and popularity according to the weight of indicators.Finally,according to the six indicators,the author puts forward specific suggestions on the development of cross-border e-commerce platforms.