我国进口跨境电商消费者满意度评价研究——以天猫国际为例  

Research on Consumer Satisfaction Evaluation of Cross-border E-commerce Imports in China--Taking Tmall Global as an Example

作　　者：王星 赵正驰 Wang Xing;Zhao Zhengchi(Nanjing University of Finance&Economics Hongshan College,Nanjing,Jiangsu 211300)

机构地区：[1]南京财经大学红山学院,江苏南京211300

出　　处：《中国商论》2025年第6期64-67,共4页China Journal of Commerce

基　　金：南京财经大学红山学院院级教育教学改革课题“民办高校经管类专业人才差异化实践教学体系研究”(JGZD2403)。

摘　　要：随着全球化进程的加快,跨境电商在中国市场的发展势头迅猛,天猫国际作为跨境电商行业领军者,吸引了消费者的广泛关注。基于此,本文主要探讨我国进口跨境电商消费者满意度,并以天猫国际为例进行评价分析。研究发现,消费者对天猫国际的整体满意度较高,尤其在正品保障、价格竞争力、物流服务等方面表现突出,同时存在一些问题,如退换货流程复杂、客服响应速度慢等,这些问题在一定程度上影响了消费者的满意度。据此,本文提出一系列提升消费者满意度的策略,以期助力跨境电商平台的长期发展和竞争力提升。With the acceleration of globalization,cross-border e-commerce has experienced rapid growth in the Chinese market.As a leading player in the industry,Tmall Global has attracted widespread consumer attention.Against this backdrop,this study explores consumer satisfaction with China’s import-oriented cross-border e-commerce,using Tmall Global as a case study.The findings show that overall consumer satisfaction with Tmall Global is relatively high,particularly in areas such as product authenticity,price competitiveness,and logistics services.However,certain issues—such as complicated return and exchange procedures and slow customer service response—still negatively affect the consumer experience to some extent.Accordingly,this paper proposes a series of strategies aimed at enhancing consumer satisfaction,with a view to promoting the long-term development and competitiveness of cross-border e-commerce platforms.

关 键 词：进口跨境电商 天猫国际 电子商务 消费者满意度评价 跨境物流 

分 类 号：F742[经济管理—国际贸易] F063.2[经济管理—产业经济]