摘要
随着跨境电子商务的迅速发展,良好的客户体验成为企业竞争力的关键因素。本文通过分析跨境电子商务特点,确立了信息流、货物流和资金流三个客户体验维度。采用案例法对典型企业的客户体验实践进行分析,构建了跨境电子商务客户体验评价指标体系;采用问卷调查法实证分析了消费者特征因素对跨境电子商务客户体验的影响作用,研究结果发现消费者年龄、职业和国别对其存在显著影响。
Customer experience has become a key factor that influences the competitive power of enterprises along with the rapid development of cross border E–business. In this paper, three dimensions including information flow, commodity flow and capital flow are set up after characteristics of cross border E–business are analyzed. An indication system of customer experience is further established based on the case study of typical enterprises. With the data collected from questionnaires, the influence of consumer factors on customer experience is empirically tested, finding that consumer age, occupation and nationality are closely correlated with the consumer experience.
关键词
跨境电子商务
客户体验
消费者特征
Cross border E–business
Customer experience
Consumer factor
