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

Mingyue Fan, Zhuoran Tang (), Sikandar Ali Qalati (), Kayhan Tajeddini, Qian Mao and Ali Bux
Additional contact information
Mingyue Fan: School of Management, Jiangsu University, Zhenjiang 212013, China
Zhuoran Tang: School of Management, Jiangsu University, Zhenjiang 212013, China
Sikandar Ali Qalati: School of Finance and Economics, Jiangsu University, Zhenjiang 212013, China
Kayhan Tajeddini: Institute for International Strategy, Tokyo International University, Kawagoe 3501197, Saitama, Japan
Qian Mao: School of Management, Jiangsu University, Zhenjiang 212013, China
Ali Bux: School of Management, Jiangsu University, Zhenjiang 212013, China

Sustainability, 2022, vol. 14, issue 20, 1-17

Abstract: 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.

Keywords: Kano model; cross-border e-commerce brand; brand internationalization; long-short-term-memory; latent Dirichlet allocation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/14/20/13127/pdf (application/pdf)
https://www.mdpi.com/2071-1050/14/20/13127/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:20:p:13127-:d:941085

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().