A Study on the Influencing Dimensions of Customer Experience on Cross-Border E-Commerce Platforms from the Perspective of E Commerce Politeness — A Case Study of Outdoor Products

Abstract

Against the backdrop of the rapid development of cross-border e-commerce, platform service quality and consumer experience have become key factors affecting transaction trust. This study adopts the perspective of “e-commerce politeness” and takes the outdoor products category on the DHgate platform as the research object. Using the critical incident technique (CIT) to analyze user reviews, it systematically identifies satisfactory and unsatisfactory incidents that influence perceptions of e-commerce politeness. A total of 501 valid user reviews were collected, including 253 satisfactory incidents and 248 unsatisfactory incidents. The study finds that product quality, logistics service, and seller description consistency are the core dimensions affecting perceptions of e-commerce politeness: in satisfactory incidents, product quality accounts for the largest proportion, followed by logistics service; in unsatisfactory incidents, product quality also ranks first, followed by seller description consistency and logistics service. Customer service is frequently mentioned after problems occur, and the absence or unreasonableness of compensation mechanisms can exacerbate negative experiences. Based on these findings, the study offers recommendations at the platform, seller, and consumer levels, providing empirical evidence and practical references for cross-border e-commerce platforms to optimize user experience and reduce perceptions of “platform impoliteness.”