Cross-Border E-Commerce Brand Internationalization: An Online Review Evaluation Based on Kano Model

The objective of this study was to build an international evaluation index system of cross-border e-commerce brands. It improves the sustainable development ability of the brand and then drives the sustainable development of the enterprise’s brand internationalization. As the top priority in the inn...

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Bibliographic Details
Published in:Sustainability 2022-10, Vol.14 (20), p.13127
Main Authors: Fan, Mingyue, Tang, Zhuoran, Qalati, Sikandar Ali, Tajeddini, Kayhan, Mao, Qian, Bux, Ali
Format: Article
Language:English
Subjects:
Advertising campaigns
Analysis
Brand equity
Brand image
Brand loyalty
Consumer behavior
Dirichlet problem
Electronic commerce
Evaluation
Globalization
Indicators
Long short-term memory
Neural networks
Sustainability
Sustainable development
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Summary:The objective of this study was to build an international evaluation index system of cross-border e-commerce brands. It improves the sustainable development ability of the brand and then drives the sustainable development of the enterprise’s brand internationalization. As the top priority in the innovative development process of cross-border e-commerce enterprises, it is a key means to achieve longer-term and more stable development of cross-border enterprises and to maintain a place in the fiercely competitive market. Therefore, the internationalization of cross-border e-commerce brands is a topic that needs to be explored in depth to provide a comprehensive understanding to businesses from the consumers’ perspectives. This study constructs an international evaluation index system for cross-border e-commerce brands. The keywords in the online reviews are captured through the Latent Dirichlet Allocation (LDA) and matched to the indexes, and the indicators are classified into Kano categories through Long Short-Term Memory (LSTM) training to explore the promotion strategies of different Kano categories in the process of brand internationalization. Based on the empirical analysis of online reviews of the Kano model, it was determined that in the process of internationalization of cross-border e-commerce brands, managers should focus on service indicators related to expected factors, give priority to meeting service indicators related to essential factors, strive to meet service indicators related to charm factors, and make appropriate choices to observe service indicators related to indifference factors in real-time.
ISSN:2071-1050
2071-1050
DOI:10.3390/su142013127