Abstract

With the widespread adoption of online shopping, consumers are no longer satisfied with basic product delivery functions; instead, they are seeking more personalized service experiences. Consequently, e-commerce politeness has gradually become increasingly important in the operation of logistics e-commerce platforms. As a crucial support for customers purchasing goods, logistics e-commerce platforms need to interact frequently with customers while ensuring the safe and timely delivery of goods. A platform's strong e-commerce politeness can effectively enhance customer trust and satisfaction. Additionally, e-commerce politeness on logistics e-commerce platforms is also a key factor in shaping brand image, attracting, and retaining customers. By treating customers with respect and a friendly attitude, platforms can stand out in fierce competition. However, existing research rarely provides a systematic evaluation of e-commerce politeness on logistics e-commerce platforms based on user experience perceptions. Therefore, this study takes e-commerce politeness as the entry point and employs the Critical Incident Technique (CIT) to analyze key events related to user satisfaction and dissatisfaction. The goal is to investigate the performance of logistics e-commerce platforms in the dimension of e-commerce politeness and, based on the research findings, propose recommendations to improve service quality. Ultimately, this aims to enhance user experience on logistics e-commerce platforms and promote the sustainable development of the logistics e-commerce industry.