Value is a very important concept in the field of marketing. Marketing is actually the identification, creation, dissemination and transmission of value. Different from Marx’s definition of value, the value mentioned in marketing is the customer’s cognition of tangible and intangible benefits and costs. That is, the value in marketing is not “undifferentiated human labor condensed in commodities”, but includes people’s subjective feelings and even emphasizes this subjective feeling.
Satisfaction reflects a person’s judgment after comparing the perceived performance or effect of a product with expectations. The Internet industry often uses the word “screaming” to indicate the highest level of customer satisfaction, while e-commerce often uses five-star ratings to describe the level of customer satisfaction. In recent years, consumers have gradually become “immune” to five-star ratings and store ratings, and reviews have become an important basis for understanding customer satisfaction. In the field of cross-border e-commerce, merchants deliver value to buyers, and buyers feedback satisfaction to merchants, forming an interaction of subjective feelings and completing a closed business loop.