Abstract:

Thisresearchusescontentanalysisandtextanalysismethodtoanalysisthecontentofthe
onlinecommentof“Dangdang”’spopularpicturebook PeppaPig.Thestudyindicatesthatthecustomer’s
onlineshoppingofpicturebookmainlyconsidersthephysicalandmentaldevelopmentofchildrenreaders.In
additiontothecontentfactorsandperceivedvalue， giftforrelationship， expressdeliveryservicesandother
factorswillalsoaffectcustomersatisfaction， sotheaffectivefactorsandderivativeservicessupportingfactors
shouldnotbeneglected.