The Dual-Dimensional Perception Mechanism of E-commerce Politeness in Cross-Border E-commerce Toys: A Comparative Deconstruction Based on Positive and Negative Critical Incidents

With the booming development of cross-border e-commerce, platform competition has intensified, and service quality centered on "e-commerce politeness" has become a core competitive factor. However, existing research on e-commerce politeness in the cross-border toy category is insufficient. This study aims to explore the critical incidents affecting TEMU users’ satisfaction and dissatisfaction, and clarify the mechanism of e-commerce politeness on user experience. Adopting the Critical Incident Technique (CIT) and purposive sampling, 240 user reviews (Jan 2023 - Jun 2025) were collected and categorized. Results show that scenario adaptability and product usefulness are the top drivers of satisfaction, accounting for 58% and 19% respectively, followed by product quality (15%), while educational implications and logistics services contribute the least. In contrast, consistency with commitment (43%) and product quality (31%) are the primary causes of dissatisfaction, with packaging protection ranking next (16%), and logistics services and cost-effectiveness being the least influential. Notably, product quality is a common key factor affecting both experiences. This research enriches the academic discourse on cross-border e-commerce by revealing the multi-dimensional impact of e-commerce politeness, and provides practical implications for governments, platforms, and merchants to optimize services, enhance user trust, and strengthen competitiveness in the global toy market.