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

• DOI: 10.3390/su142013127
• Publication Date: 2022-10-14T05:44:13Z
• Authors: Mingyue Fan; Zhuoran Tang; Sikandar Ali Qalati; Kayhan Tajeddini; Qian Mao; Ali Bux
• Keywords: Kano model; Promotion (chess); Benchmarking

The objective of this study was to build an international evaluation index system cross-border e-commerce brands. It improves the sustainable development ability brand and then drives enterprise’s internationalization. As top priority in innovative process enterprises, it is a key means achieve longer-term more stable enterprises maintain place fiercely competitive market. Therefore, internationalization brands topic that needs be explored depth provide comprehensive understanding businesses from consumers’ perspectives. This constructs for keywords online reviews are captured through Latent Dirichlet Allocation (LDA) matched indexes, indicators classified into Kano categories Long Short-Term Memory (LSTM) training explore promotion strategies different Based on empirical analysis model, determined brands, managers should focus service related expected factors, give meeting essential strive meet charm make appropriate choices observe indifference factors real-time.