我国跨境电商产品及物流消费者满意度研究  

Research on consumer satisfaction of cross-border e-commerce products and logistics in China

作　　者：曹钦 郭楚奇 Cao Qin;Guo Chuqi(School of Business,Nanjing Audit University,Nanjing,Jiangsu,211815)

机构地区：[1]南京审计大学商学院,江苏南京211815

出　　处：《市场周刊》2023年第7期73-77,128,共6页Market Weekly

基　　金：江苏高校优势学科建设工程项目资助(PAPD)。

摘　　要：迅猛发展的跨境电商已成为我国经济发展的强劲增长点,国家也陆续出台多项政策支持跨境电商平台企业的发展。从跨境电商消费者的角度出发,以顾客感知价值模型为基础,对跨境电商消费者满意度进行研究,以此建立跨境电商消费者满意度模型。通过问卷收集数据并分析,探究影响消费者满意度的路径,发现感知质量、感知价值、用户信任均会对消费者满意度产生正向影响,消费者抱怨则会对消费者满意度产生负面影响。接着提出了严格把控商品质量、提高消费者的感知价值、健全售后服务体系等意见。The rapid development of cross-border e-commerce has become a strong growth point for China’s economic development,and the state has also introduced a number of policies to support the development of cross-border e-commerce platform enterprises one af-ter another.From the perspective of cross-border e-commerce consumers,we study the satisfaction of cross-border e-commerce consumers based on the customer perceived value model,so as to establish a cross-border e-commerce consumer satisfaction model.Then data are col-lected and analyzed through questionnaires to explore the paths affecting consumer satisfaction,and it is found that perceived quality,per-ceived value,and user trust all positively affect consumer satisfaction,while consumer complaints negatively affect consumer satisfaction.Then we proposed to strictly control the quality of goods,improve the perceived value of consumers,and improve the after-sales service sys-tem.

关 键 词：跨境电子商务 感知价值 消费者满意度 

分 类 号：F724.6[经济管理—产业经济]