ABSTRACT

This study relied on datasets from global B2C and C2C to investigate the relationship between short video advertising (SV), customer satisfaction, price, quality signals, and sales in digital marketing. Using the web-scraping mining technique, the results from over twenty-three thousand online shops indicate that logistics service quality overrides the relevance of location in digital marketing. SV directly impacts sales and increases the shops’ dynamic scores, including quality of service and customer satisfaction. We identified actual online data to justify why SV adoption is essential in digital marketing and recommend logistic service quality and price fairness to improve sales in e-commerce.

摘要

本研究依靠来自全球 B2C 和 C2C 的数据集来调查短视频广告 (SV)、客户满意度、价格、质量信号和数字营销中的销售之间的关系。使用网络抓取挖掘技术，来自超过 23,000 家在线商店的结果表明，物流服务质量高于数字营销中位置的相关性。SV 直接影响销售并提高商店的动态分数，包括服务质量和客户满意度。我们确定了实际的在线数据来证明为什么采用 SV 在数字营销中至关重要，并建议物流服务质量和价格公平以提高电子商务的销售。