Exploring Customer Experience Perceptions on Cross-Border E- Commerce Platforms through E-Commerce Politeness: A Case Study of Electronic Products
Abstract
Against the backdrop of global trade restructuring and the integration of the digital economy, cross-border e-commerce platforms face dual challenges: rising export costs due to shifts in U.S.– China tariff policies and intensifying market competition. In this context, the present study focuses on electronic products as a core category of cross-border e-commerce and highlights “e-commerce politeness” as a key factor in shaping customer experience. It examines how politeness influences customer perceptions and explores ways to enhance customer experience through improved politeness practices, thereby strengthening the international competitiveness of cross-border e- commerce platforms in the electronic products sector. Using the Critical Incident Technique , the study analyzes customer reviews of electronic products on cross-border e-commerce platforms, systematically collecting both satisfactory and unsatisfactory incidents to gain deeper insights into customers’ perceptions of service quality and politeness during the consumption process. The findings clarify the pivotal role of e-commerce politeness in cross-border electronic product consumption experiences, emphasizing that politeness construction should primarily focus on two dimensions: product quality and logistics services. Furthermore, the study proposes collaborative improvements across multiple stakeholders within the ecosystem to advance e-commerce politeness, offering both theoretical and practical support for optimizing service design and addressing current and future challenges faced by cross-border e-commerce platforms.
Keywords
Cross-Border E-Commerce PlatformsDHgateElectronic ProductsE-Commerce PolitenessCritical Incident Technique.
References
Bitner, M. J., Booms, B. H. & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. Journal of marketing, 54(1), 71-84. https://doi.org/10.1177/002224299005400105 Chaudhry, P. E. (2022). Dupe influencers exploiting social media to peddle luxury fakes. Business Horizons, 65 (6), 719-727. https://doi.org/10.1016/j.bushor.2022.07.005 Chen, I. C. & Lu, J. (2025). Exploring User Experience Perceptions of Logistics E-commerce Platforms from the Perspective of E-commerce Politeness. International Journal of Social Science and Economics Invention, 11 (4), 90-96. https://doi.org/10.23958/ijssei/vol11- i04/393 Chen, S. H., Xiao, H., Huang, W. D., & He, W. (2022). Cooperation of Cross-border E-commerce: A reputation and trust perspective. Journal of Global Information Technology Management, 25 (1), 7-25. https://doi.org/10.1080/1097198X.2021.2022396 Cronbach, L. J. & Meehl, P. E. (1955). Construct validity in psychological tests. Psychological bulletin, 52 (4), 281-302. https://doi.org/10.1037/h0040957 Daskin, M. S. (1985). Logistics: an overview of the state of the art and perspectives on future research. Transportation Research Part A: General, 19 (5-6), 383-398. https://doi.org/10.1016/0191-2607(85)90036-6 Deng, Z. & Wang, Z. (2016). Early-mover advantages at cross-border business-to-business e- commerce portals. Journal of Business Research, 69 (12), 6002-6011. https://doi.org/10.1016/j.jbusres.2016.05.015 Duan, C., Kotey, B. & Sandhu, K. (2021). The effects of cross-border E-commerce platforms on transnational digital entrepreneurship: Case studies in the Chinese immigrant community. Journal of Global Information Management, 30 (2), 1-19. https://doi.org/10.4018/JGIM.20220301.oa2 Flanagan, J. C. (1954). The critical incident technique. Psychological bulletin, 51 (4), 327-358. https://doi.org/10.1037/h0061470 Giuffrida, M., Mangiaracina, R., Perego, A. & Tumino, A. (2017). Cross-border B2C e-commerce to Greater China and the role of logistics: a literature review. International Journal of Physical Distribution and Logistics Management, 47 (9), 772-795. https://doi.org/10.1108/IJPDLM-08-2016-0241 Guo, Y., Bao, Y., Stuart, B. J. & Le?Nguyen, K. (2018). To sell or not to sell: Exploring sellers' trust and risk of charge back fraud in cross?border electronic commerce. Information Systems Journal, 28(2), 359-383. https://doi.org/10.1111/isj.12144 Haynes, S. N., Richard, D. & Kubany, E. S. (1995). Content validity in psychological assessment: A functional approach to concepts and methods. Psychological assessment, 7 (3), 238-247. https://doi.org/10.1037/1040-3590.7.3.238 Hazarika, B. B. & Mousavi, R. (2021). Review of cross-border e-commerce and directions for future research. Journal of Global Information Management, 30 (2), 1-18. https://doi.org/10.4018/JGIM.20220301.oa1 He, W. & Xu, Y. (2018). Cross-border electronic commerce development present situation and the innovation research in China. American Journal of Industrial and Business Management, 8 (8), 1825-1842. https://doi.org/10.4236/ajibm.2018.88124 He, Y. & Wang, J. (2019). A panel analysis on the cross border e-commerce trade: Evidence from ASEAN countries. The Journal of Asian Finance, Economics and Business, 6 (2), 95-104. https://doi.org/10.13106/jafeb.2019.vol6.no2.95 Holsti, O.R. (1969), Content Analysis for the Social Sciences and Humanities, Addison-Wesley Publishing Company, Reading, MA. Huang, S. L. & Chang, Y. C. (2019). Cross-border e-commerce: consumers’ intention to shop on foreign websites. Internet Research, 29 (6), 1256-1279. https://doi.org/10.1108/INTR-11- 2017-0428 Huang, X. & Liu, X. (2025). Understanding complaints: the role of moral transgressions in e- commerce interactions. Humanities and Social Sciences Communications, 12 (1), 1-13. https://doi.org/10.1057/s41599-024-04316-3 Ingaldi, M. & Brožová, S. (2020). Critical Incident Technique as an Instrument for Assessing the Service Quality in a Chosen E-Shop. Multidisciplinary Aspects of Production Engineering, 3 (1), 374-383. https://doi.org/10.2478/mape-2020-0032 Koch, A., Strobel, A., Kici, G. and Westhoff, K. (2009). Quality of the Critical Incident Technique in practice: Interrater reliability and users' acceptance under real conditions. Psychology Science Quarterly, 51 (1), 3-15. Kuang, J., Chang, T. C. & Wang, X. (2022). The impact of the Belt and Road initiative on the development of China's cross-border e-commerce. International Journal of Business and Management, 3 (1), 6-16. https://doi.org/10.56028/ijbm.1.3.6 Li, W., Zhang, Y., Dan, B., Zhang, X. & Sui, R. (2024). Simulation Modeling and Analysis on the Collaboration. Journal of Theoretical and Applied Electronic Commerce Research, 19 (2), 846-862. https://doi.org/10.3390/jtaer19020044 Liu, A., Osewe, M., Shi, Y., Zhen, X. & Wu, Y. (2021). Cross-border e-commerce development and challenges in China: A systematic literature review. Journal of theoretical and applied electronic commerce research, 17 (1), 69-88. https://doi.org/10.3390/jtaer17010004 Ma, S., Chai, Y. & Zhang, H. (2018). Rise of Cross?border E?commerce Exports in China. China & World Economy, 26 (3), 63-87. https://doi.org/10.1111/cwe.12243 Mou, J., Zhu, W. and Benyoucef, M. (2020). Impact of product description and involvement on purchase intention in cross-border e-commerce. Industrial Management & Data Systems, 120 (3), 567-586. https://doi.org/10.1108/IMDS-05-2019-0280 Salo, M. & Frank, L. (2017). User behaviours after critical mobile application incidents: the relationship with situational context. Information Systems Journal, 27 (1), 5-30. https://doi.org/10.1111/isj.12081 Sun, L., Lyu, G., Yu, Y. & Teo, C. P. (2021). Cross-border e-commerce data set: Choosing the right fulfillment option. Manufacturing & Service Operations Management, 23 (5), 1297-1313. https://doi.org/10.1287/msom.2020.0887 Thomas, S. D., Hathaway, D. K. & Arheart, K. L. (1992). Face validity. Western journal of nursing research, 14 (1), 109-112. https://doi.org/10.1177/019394599201400111 Valarezo, Á., Pérez-Amaral, T., Garín-Muñoz, T., García, I. H. & López, R. (2018). Drivers and barriers to cross-border e-commerce: Evidence from Spanish individual behavior. Telecommunications Policy, 42 (6), 464-473. https://doi.org/10.1016/j.telpol.2018.03.006 Whitworth, B. (2005). Polite computing. Behaviour & Information Technology, 24 (5), 353-363. https://doi.org/10.1080/01449290512331333700 Whitworth, B. (2009). Politeness as a social software requirement. International Journal of Virtual Communities and Social Networking, 1 (2), 65-84. https://doi.org/10.4018/jvcsn.2009040105 Whitworth, B. & Ahmad, A. (2013), The Social Design of Technical Systems: building technologies for communities, Interaction Design Foundation, Aarhus, Denmark. Zhang, M., Chen, M. & Zuo, W. (2020). Co-evolution path and its innovative design of China's export cross-border e-commerce: a case study. International journal of services technology and management, 26 (4), 267-290. https://doi.org/10.1504/IJSTM.2020.107439
More Articles from INTERNATIONAL JOURNAL OF ECONOMICS AND FINANCIAL MANAGEMENT
Bridging Legal, Financial, and Data Governance in Enterprise AI: Emerging Trends
Author: Funmilayo Ashore-Onisemo, Ebehiremen Faith Iziduh, Uchechi Mary-Linda Unamma, Ifeanyichukwu Jeffrey Okwesa
Document Governance and Organizational Learning Among Administrative Officers of Agricultural Research Institutes in Southwest Nigeria
Author: Titilayo Juliet Sodiyan1 Oluwatosin A. Ologboosere2
Macroeconomic Policies and Economic Stability in Nigeria
Author: Abel-Tariah Emmanuel Onate, Okon, Ekanem Nsikhe, Nwenyi Francis Onwe
Oil Price Shocks and Macroeconomic Adjustment: Evidence on Exchange Rate, Inflation, and Interest Rate Dynamics in Nigeria
Author: F. A. Adebimpe, A. A. Onabote
Determinants of Bank Liquidity in Nigeria
Author: Nelson Johnny Ebifemo-ere Stephen