Research on Influence Mechanism of Consumer Satisfaction Evaluation Behavior Based on Grounded Theory in Social E-Commerce

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For enterprises, exploring the influence mechanism of consumer satisfaction evaluation behavior (CSEB) holds significant research value for the advancement and further development of social e-commerce platforms. The existing literature primarily focuses on quantitative methods in investigating the influence mechanism of CSEB within social e-commerce platforms. This study endeavors to expand the theoretical boundaries of CSEB through qualitative research. This study adopts a mixed-methods approach, combining primary data collected through in-depth interviews with 32 participants and secondary data gathered from 1000 users via web crawlers. Utilizing grounded theory as an analytical framework, the study meticulously summarizes, concludes, and refines the influencing factors of CSEB. Based on these findings, a robust CSEB model is constructed to provide a deeper understanding of the phenomenon. The study reveals that in the decision-making process of consumer evaluation, behavior is primarily driven by evaluation motivations. These motivations are intricately intertwined with product perception, social influence, and perceived behavior control. The interplay among these factors significantly shapes the manner in which consumers engage in satisfaction evaluation on social e-commerce platforms. This study complements existing quantitative research by providing nuanced insights into the complex interplay of factors, which drive consumer evaluation behavior. Furthermore, the study proposes actionable countermeasures and suggestions for businesses and platform managers to effectively promote and enhance consumer satisfaction evaluation activities, thereby contributing to the sustained growth and development of social e-commerce platforms.