Differences of Consumer Reviews and Consumer Satisfaction on Cross-Border E-Commerce Platforms: A Text Mining Analysis Based on Cross-Cultural Perspective

Cross-border e-commerce (CBEC) has accelerated the globalization of enterprises and enabled them to reach consumers worldwide. To meet the needs of consumers in different markets, CBEC platforms and enterprises must adopt differentiated strategies across regional markets by analyzing consumer behavior patterns and potential demand. Based on the cross-cultural theory, this study investigates consumer preferences in CBEC. A text mining analysis of 513,338 consumer reviews on the AliExpress platform was used to explore the cultural differences in consumer reviews and satisfaction. The U.S. (i.e. individualism) and Russia (i.e. collectivism) were selected for the cross-cultural study. The study found that individualistic consumers focused more on services and logistics while they paid less attention to products. In terms of satisfaction, U.S. consumers are more satisfied with logistics, while Russian consumers are more satisfied with products and services. The findings could help CBEC platforms and enterprises satisfy diverse market demands and improve consumer satisfaction.