Research on the Impact of Taobao Shipping Insurance on the Store Level and Service Guarantee Score of Small and Medium-sized Clothing Stores

With the development of the Internet, online consumer behavior has exhibited a trend of increasing frequency. Taobao, as a mainstream online shopping platform hosting many apparel stores, accounts for 65% of small and medium-sized stores with follower bases ranging from 10,000 to 50,000. However, academic research focusing on such stores remains scarce. This study investigates the impact of Taobao shipping insurance on the dynamic rating and Service Guarantee Score of small and medium-sized clothing stores, while exploring the mediating role of consumer sentiment in the relationship between shipping insurance and store levels. Given the lack of brand endorsement and market foundation among these stores, the cost-effectiveness of shipping insurance under a high return rate remains contentious. Based on publicly available Taobao data, this research employs linear regression models and controlled experiments, controlling for covariates such as follower count and customer service respond time. The findings indicate that shipping insurance has a small impact on store level and Service Guarantee Scores.