摘要
随着产业结构升级、电子信息技术发展和境外消费者需求激增,国内B2C出口跨境电子商务平台迎来了新的发展机遇。基于平台政策机制、平台服务、卖家经营绩效、平台流量与分发4个维度构建的卖家用户满意度评价体系,为研究国内B2C出口跨境电子商务平台经营发展方向提供了新的思路。拼多多跨境电商平台Temu近两年发展迅猛,一跃成为美国头部电商网站,具有很强的代表性。结合AHP-Fuzzy法,对其卖家用户满意度进行实证研究后发现,完善物流仓储模式、优化平台活动策略、调整托管模式与报价规则以及制定合理的退货罚款政策是目前国内B2C出口跨境电子商务平台必须高度重视的工作。这一研究为国内B2C出口跨境电子商务平台卖家用户满意度研究领域研究提供参考。
With the upgrading of industrial structure,the development of electronic information technology,and the surge in demand from overseas consumers,domestic B2C export cross-border e-commerce platforms have ushered in new development opportunities.The seller user satisfaction evaluation system constructed based on four dimensions—platform policy mechanism,platform services,seller business performance,platform traffic and distribution,provides new ideas for studying the development direction of domestic B2C export cross-border e-commerce platforms.The PDD cross-border e-commerce platform“Temu”has developed rapidly in the past two years,becoming a top e-commerce website in the United States with strong representativeness.After conducting empirical research on its seller user satisfaction with the AHP-Fuzzy method and,it was found that improving logistics and warehousing models,optimizing platform activity strategies,adjusting custody models and pricing rules,and formulating reasonable return and penalty policies are tasks that domestic B2C export cross-border e-commerce platforms must attach great importance to.This study provides reference for the research on domestic B2C export cross-border e-commerce platforms seller user satisfaction.
出处
《芜湖职业技术学院学报》
2024年第2期55-60,共6页
Journal of Wuhu Institute of Technology
基金
2021年度安徽省高校人文社会科学研究重点项目“安徽省跨境电子商务行业影响因素分析与发展战略研究”(项目号:SK2021A1096)。
