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分类号：密级：公开
学号：20202216056单位代码：10759
石河子大学
硕士学位论文
洋葱OMALL进口跨境电商平台
消费者满意度研究
学位申请人杨婉婉
指导教师罗芳副教授
申请学位类别专业硕士
专业名称工商管理
研究领域创新与创业管理
所在学院经济与管理学院
中国·新疆·石河子
2023年7月
分类号：密级：公开
学号：20202216056单位代码：10759
石河子大学
硕士学位论文
洋葱OMALL进口跨境电商平台
消费者满意度研究
学位申请人杨婉婉
指导教师罗芳副教授
申请学位类别专业硕士
专业名称工商管理
研究领域创新与创业管理
所在学院经济与管理学院
中国·新疆·石河子
2023年7月
Onion OMALLimports cross-border e-commerce platform consumers
Satisfaction research
ADissertation Submitted to
ShiheziUniversity
In Partial Fulfillment of the Requirements
for the Degree of
Master of Management
By
Yang Wan-wan
(Innovation and entrepreneurship management direction)
Dissertation Supervisor:Prof.Luo Fang
July,2023
摘要
随着全球经济联系的紧密和互联网迅速发展，消费者已将使用眼光逐步由国内转向国外，直接
刺激了跨境网购的迅速发展，不仅带动了消费者的消费需求升级，同时也在促进对外经济交往和区
域经济方面作用明显。从国内来看，虽然该领域的发展起步晚于西方发达国家，但发展迅速谡?
一背景下，跨境电商领域的竞争日趋激烈，部分竞争力较弱的中小企业不断被淘汰娑哉庖磺榭觯?
跨境电商企业必须从消费者的实际需求出发，采取有针对性的举措和方式，不断提升顾客满意度，
力求获得更多的市场份额。
基于此，本文采取文献法、调查问卷法与数理统计分析法，构建了进口跨境电商消费者满意度
影响因素评价指标体系，将其应用于洋葱OMALL公司进口跨境电商消费者满意度评价，并根据评
价结果提出提升进口跨境电商消费者满意度水平的策略。本文研究结论如下：
首先，以顾客满意度理论和消费者价值分类理论为指导，在对进口跨境电商消费者满意度影响
因素进行分析的基础上，初步构建了进口跨境电商消费者满意度影响因素评价指标体系，经过预测
试、正式测试，经过项目分析、内部一致性分析并经过信效度检验，最终得出包括产品价值、服务
价值、程序价值和社会价值4项一级指标、10项二级指标的进口跨境电商消费者满意度评价指标。
其次，以先期构建的进口跨境电商消费者满意度评价指标为基础，通过对发放的调查问卷进行数理
统计分析，得出洋葱OMALL公司进口跨境电商消费者满意度得分情况，由此可知：消费者满意度
总体得分为3.05分，处于“比较满意”与“一般”之间。导致洋葱OMALL公司进口跨境电商消费
者满意度较低的因素主要为：商品品质难以盪希倩跷侍馄党觥⒖缇澄锪魈逑挡煌晟疲酆笄?
不畅通和支付安全存在问题，个人隐私保护难詈螅忧炕唐菲分视胝繁U稀⑼晟瓶缇澄锪?
体系与售后渠道、加强支付安全与个人隐私保护方面提出洋葱OMALL公司进口跨境电商消费者满
意度提升策略。
关键词：洋葱OMALL；跨境电商平台；消费者满意度
I
Abstract
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 4primary
indicators of product value,service value,program value,and social value,and 10secondary 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 OMALLCompany imported cross-border e-commerce was obtained,
from which it can be seen that the overall score of consumer satisfaction is 3.05points,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
II 。。。以下略
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