How E-Commerce Politeness Shapes Positive and Negative Experiences in Cross-Border Furniture Purchases on Temu: A Critical Incident Technique Approach

Abstract: With the rapid expansion of cross‑border e‑commerce driven by economic globalization, understanding how service strategies influence consumer experience has become increasingly important. Existing research has largely focused on marketing, technology, and logistics, while overlooking the role of e‑commerce politeness in shaping service perceptions. Furniture, as a category prone to damage and requiring installation guidance, provides a highly interaction‑dependent context for examining service encounters. This study investigates consumers who purchased furniture on the Temu platform and employs the Critical Incident Technique to explore their expectations and evaluations in uncertain online transactions. The findings show that product quality and perceived value for money are the main drivers of satisfaction, whereas packaging protection and fulfillment of service promises are the primary sources of dissatisfaction. Notably, packaging protection and product quality appear in both positive and negative incidents, underscoring their central role in consumers’ perceptions of e‑commerce politeness. The study identifies key factors shaping cross‑border furniture consumption experiences and clarifies their mechanisms of influence. It further offers targeted recommendations for e‑commerce platforms, merchants, logistics providers, and consumers to enhance service experiences through improved adherence to e‑commerce politeness.