Title: Dried fruit demand analysis using the review tag function on the Chinese CBEC platform

Authors: Danaitun Pongpatcharatorntep; Worawit Janchai; Veeraporn Siddoo

Addresses: College of Arts, Media and Technology, Chiang Mai University, Chiang Mai, Thailand ' College of Arts, Media and Technology, Chiang Mai University, Chiang Mai, Thailand ' College of Computing, Prince of Songkla University, Phuket, Thailand

Abstract: Exporting countries for dried fruit have been severely impacted by the coronavirus outbreak. Many small- and medium-sized enterprises (SMEs) are trying to increase their sales through cross-border electronic commerce (CBEC), and understanding consumer preferences in this sector is critical. This study used the review tag function on the Chinese CBEC platform to identify the demand for dried fruit. Chinese consumers were selected for the case study investigation. Review tag results from 250 dried fruit products were collected from top sellers on the Chinese CBEC platform. A codebook was used to classify customer reviews, and the 4Cs were used as a classification framework. Results indicated that positive and negative tags were prevalent under the aspects of 'consumer' and 'cost'. The suggested approach and conclusions can help SME managers and marketers better understand the demands of Chinese consumers and use insights to enhance product quality and increase market share.

Keywords: text analysis; e-commerce; dried fruit industry; marketing theory; cross-border electronic commerce; CBEC.

DOI: 10.1504/IJEMR.2025.146175

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.3, pp.292 - 314

Received: 27 Oct 2022
Accepted: 21 Jan 2023
Published online: 09 May 2025 *

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