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AN EMPIRICAL ANALYSIS OF CONSUMER SATISFACTION IN FRESH PRODUCE CROSS-BORDER E-COMMERCE UNDER THE BACKGROUND OF DIGITAL ECONOMY

Changwei Yang

Zhejiang Dongfang Polytechnic, Zhejiang,Wenzhou, China.

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Abstract

The purpose of this study is to explore the relationship between the digitalization level of foreign trade of cross-border fresh e-commerce, cross-border logistics quality, international competition, foreign trade environment and consumer satisfaction. It aims to improve the consumer satisfaction of cross-border fresh e-commerce. This paper combines the theory of consumer behavior with cross-border e-commerce to build the consumer satisfaction model of cross-border fresh e-commerce, and analyzes the relationship between various variables. The relationship between the digitalization level of foreign trade of cross-border fresh e-commerce, cross-border logistics quality, international competition, foreign trade environment and consumer satisfaction is specifically discussed.

This paper uses quantitative analysis methods to design theoretical models and questionnaires, including the measurement of variables: foreign trade digitization level, cross-border logistics quality, international competition, foreign trade environment, and consumer satisfaction. 514 questionnaires were distributed to consumers with cross-border fresh e-commerce shopping experience, and 504 valid questionnaires were collected and analyzed.

The results show that the digitization level of foreign trade of cross-border fresh e-commerce, cross-border logistics quality, international competition, foreign trade environment are positively correlated with consumer satisfaction. For this end, reference suggestions are put forward according to the study results. 

Key words: Digital economy, Cross-border fresh e-commerce, Consumer satisfaction, Empirical analysis