A Study on Consumer Satisfaction with Pet Products in Social E-Commerce from the Perspective of E-Commerce Politeness: A Multidimensional Weight Analysis Based on AHP

The furry child economy continues to grow, and its consumer group aligns closely with users of social e-commerce platforms. This study takes e-commerce politeness as the point of departure and focuses on analyzing the influencing factors of consumer satisfaction in the process of purchasing pet supplies on social e-commerce platforms. Using the analytic hierarchy process, the study constructs an evaluation system consisting of five criterion layers—information retrieval services, purchasing services, payment environment, after-sales services, and community environment—along with 25 secondary indicators under these dimensions. Empirical data analysis and validation were conducted based on 120 valid questionnaires. The results indicate that the weight distribution across dimensions exhibits a clear hierarchical structure. Users place the greatest emphasis on the information filtering stage prior to purchase when buying pet supplies in social e-commerce scenarios, demonstrating a preference for the information retrieval services dimension. Building on this, the study further analyzes the secondary indicators and other dimensions and provides practical recommendations based on the findings.