电子商务-基于在线评论的跨境电商平台顾客满意度研究——以亚马逊为例.docx

基于在线评论的跨境电商平台顾客满意度研究——以亚马逊为例 【摘要】跨境电商的迅速发展，使得越来越多中国卖家开始转向跨境出口电商平台的运营。其中，在以顾客满意至上及维持评论诚实为宗旨的亚马逊平台上，如何提高顾客满意度，在逐渐激烈的平台竞争中脱颖而出是卖家的首要任务。本文基于在线评论，通过内容分析法获得顾客满意度的影响要素。然后依据要素构建满意度模型和提出假设，并以各要素为自变量，满意度为因变量，采用回归分析来验证假设和分析结果。结果表明质量、价格、物流、配件、客服服务态度、订单的退货退款处理及客服处理问题的快慢对顾客满意度有着显著的正向影响，且影响程度从大到小排列。最后修正模型，并针对各要素提出合理的意见。 【关键词】跨境电商；顾客满意度；内容分析法；在线评论 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Research on Customer Satisfaction of Cross-border E-commerce Platform Based on Online Reviews——Taking Amazon as an Example [Abstract] The rapid development of cross-border e-commerce has made more and more Chinese sellers turn to the operation of cross-border export e-commerce platforms. Among them, on the Amazon platform with the purpose of customer satisfaction first and maintaining honesty of reviews, how to improve customer satisfaction and stand out in the increasingly fierce platform competition is the sellers primary task. Based on online reviews, this article obtains the influencing factors of customer satisfaction through content analysis. Then construct a satisfaction model and propose hypotheses based on the factors, and use each factor as the independent variable and satisfaction as the dependent variable, and use regression analysis to verify the hypothesis and analysis results. The results show that the quality, price, logistics, accessories, customer service attitude, order refund processing and customer service processing issues have a significant positive impact on customer satisfaction, and the impact ranks from large to small. Finally, revise the model and put forward reasonable opinions on each element. [Keywords] Cross-border E-commerce Customer Satisfaction Online Reviews Content Analysis 目 录 TOC \o 1-3 \h \z \u 1 绪论 3 1.1研究背景 3 1.2研究目的及意义 4 1.3文献论述 4 2 相关理论基础 6 2.1顾客满意度 6 2.2在线评论 6 2.3内容分析法 7 3 基于在线评论的顾客满意度影响因素研究 9 3.1评论的采集和评判 9 3.2评论的量化处理 12 3.3评论量化的信度检验 13 3.4基于量化结果的数据分析 14 4 基于回归分析的顾客满意度模型验证 16 4