抖音橱窗客户满意度研究分析

Research and Analysis on Customer Satisfaction of Douyin Shop Window

摘要: 随着互联网技术的代际跃迁，商品销售模式已演进至短视频社交电商阶段。抖音作为头部平台，依托“橱窗带货”功能构建了内容与消费的融合场景，但其快速发展中也暴露出内容质量参差、商品宣传不符、售后体验不佳等问题，用户满意度成为制约平台可持续发展的关键变量。本文以美国顾客满意度指数模型为理论框架，探讨抖音橱窗用户满意度的形成机制。研究对模型潜变量进行操作化定义：顾客预期指用户对商品质量及服务的预判；感知质量涵盖商品实物、内容质量与平台交互三维度；感知价值体现价格权衡；满意度反映整体体验评价；忠诚表征复购与推荐意愿。研究方法上，以抖音橱窗消费者为对象，基于ACSI模型设计问卷并回收数据，运用SPSS进行统计分析。研究的理论价值在于将经典满意度模型拓展至短视频电商场景，实践层面可为抖音优化橱窗功能、提升用户体验提供数据支撑与决策参考。

Abstract: With the intergenerational leap of internet technology, commodity sales models have evolved into the stage of short-video social e-commerce. As a leading platform, Douyin has built an integrated scene of content and consumption through its “shop window” function. However, its rapid development has also exposed issues such as uneven content quality, discrepancies between product promotion and reality, and poor after-sales experience. Consequently, user satisfaction has become a key variable constraining the platform’s sustainable development. This paper adopts the American Customer Satisfaction Index (ACSI) model as its theoretical framework to explore the formation mechanism of user satisfaction with Douyin’s shop windows. The latent variables of the model are operationally defined as follows: customer expectation refers to users’ preconceptions about product quality and service; perceived quality encompasses three dimensions—physical product quality, content quality, and platform interaction; perceived value reflects users’ price trade-offs; satisfaction represents the overall evaluation of the shopping experience; and loyalty signifies the willingness to repurchase and recommend. Regarding research methodology, this study targets Douyin shop window consumers, designs a questionnaire based on the ACSI model, collects data, and employs SPSS for statistical analysis. The theoretical value of this research lies in extending the classic satisfaction model to the short-video e-commerce context. On a practical level, it provides data support and decision-making references for Douyin to optimize its shop window function and enhance user experience.