Enterprise sellers’ satisfaction with business-to-business cross-border e-commerce platforms: Alibaba.com as an example

Seller satisfaction of using a cross-border e-commerce (CBEC) platform is crucial for the platform's continual use by sellers. Furthermore, seller satisfaction is an evaluation reference for companies developing a CBEC business strategy. In this study, factors that affect enterprise sellers’ satisfaction of using a platform were investigated using Alibaba.com as a business-to-business CBEC platform. A total of 184 valid samples were collected in this study. Statistical analysis using Smart Partial least squares software revealed that the results of this study differed from those in the literature. The results and their implications were discussed comprehensively.