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Influence of online E-commerce interaction on consumer satisfaction based on big data algorithm.

Li Li1, Lin Yuan2, Juanjuan Tian1

  • 1School of Management, Wuhan Donghu University, Wuhan 430212, Hubei, China.

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Summary
This summary is machine-generated.

Online e-commerce interaction significantly impacts consumer satisfaction, especially in fashion retail. Improving interaction quality and algorithmic transparency enhances trust and loyalty, but data privacy is crucial.

Keywords:
Big data algorithmConsumer satisfactionEmpirical analysisOnline E-commerce interactionText mining technology

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Area of Science:

  • Business and Economics
  • Information Systems
  • Consumer Behavior

Background:

  • The rise of intelligent technology and big data algorithms necessitates understanding consumer satisfaction in online shopping.
  • Consumer satisfaction is closely linked to communication and interaction during the online shopping experience.

Purpose of the Study:

  • To investigate the impact of online e-commerce interaction on consumer satisfaction using big data algorithms.
  • To construct and test a model examining the relationship between interaction, trust, and consumer satisfaction in online shopping.
  • To analyze consumer satisfaction within the women's clothing interactive shopping platform on JD.com.

Main Methods:

  • Utilized big data algorithms to analyze the influence of online interaction on consumer satisfaction.
  • Constructed a model incorporating interaction, trust, and consumer satisfaction, with JD.com's interactive shopping platform as the case study.
  • Employed statistical analysis to evaluate the impact on merchant qualifications, service satisfaction, store size, and logistics, followed by model calibration.

Main Results:

  • Initial analysis indicated a non-significant impact of perceived risk on consumer satisfaction.
  • Model calibration resulted in acceptable fit indices (GFI=0.816, AGFI=0.825, RMSEA=0.042, TFI=0.930, CFI=0.955), confirming the model's validity.
  • Online interaction positively influences consumer satisfaction, with specific impacts on service evaluations and logistics.

Conclusions:

  • E-commerce companies must foster a conducive environment for seller-customer interaction to enhance satisfaction.
  • Personalized recommendations improve satisfaction and loyalty, but algorithmic fairness, transparency, data privacy, and security are paramount for sustainable development.
  • Addressing algorithmic bias and ensuring data protection are key to building consumer trust and satisfaction.