Onion OMALL Imports Cross-border E-commerce Platform Consumers Satisfaction Research

With the close connection of the global economy and the rapid development of the Internet,consumers have gradually shifted their focus from domestic to foreign,dircetly stimulated the rapid development of cross-border online shopping.this not only drives the upgrading of consumer demand,but also plays a significant role in promoting foreign economic exchanges and regional economy.From a domestic perspective,although the development of this field started later than that of developed Western countries,it has developed rapidly.In this context,the competition in the cross-border e-commerce field is becoming increasingly fierce,and some small and medium-sized enterprises with weaker competitivenss are constantly being eliminated.In the face of this situation,cross-border e-commerce enterprises must start from the actual needs of consumers,adopt targeted measures and methods,continuously improve customer satisfaction,and stive to gain more market share.Based on this,this thesis adopts the literature method,questionnaire method and mathematical statistical analysis method to construct the evaluation index system of influencing factors of imported cross-boeder e-commerce consumer satisfaction,applies it to the evaluation of imported cross-border e-commerce consumer satisfaction of Onion OMALL,and proposes a strategy to improve the satisfaction level of imported cross-border e-commerce consumer according to the evaluation results.The conclusions of this thesis are as follows:First of all,guide by the theory of customer satisfaction and the theory of consumer value classification,on the basis of the analysis of the influencing factors of consumer satisfaction of imported cross-border e-commerce,the evaluation index system of influencing factors of consumer satisfaction of imported cross-border e-commerce was preliminarily constructed.After pretesting,formal testing,project analysis,internal consistency analysis,and reliability and validity testing,a consumer satisfaction evaluation index for imported cross-border e-commerce was finally obtained,including 4 primary indicators of product value,service value,program value,and social value,and 10 secondary indicators.Secondly,based on the evaluation index of imported cross-border e-commerce consumer satisfaction constructed in advance,through the mathematical statistical analysis of the questionnaire issued,the consumer satisfaction score of Onion OMALL Company imported cross-border e-commerce was obtained,from which it can be seen that the overall score of consumer satisfaction is 3.05 points,which is between "relatively satisfactory" and "average".The main factors leading to the low consumer satisfaction of Onion OMALL’s imported cross-border e-commerce are: difficult to guarantee the quality of goods,frequent problems of counterfeit goods,imperfect cross-border logistics system,unsmooth after-sales channels and payment security,and difficulty in personal privacy protection.Finally,from the aspects of strengthening the guarantee of product quality and authenticity,improving the cross-border logistics system and after-sales channels,and strengthening payment security and personal privacy protection,the consumer satisfaction improvenment strstegy of Onion OMALL’s import cross-border e-commerce is proposed.