PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/PBES.v9i9.15622ArticleData-Driven Analysis of Cross-Border E-Commerce Dispute Appeal Failures and User Emotions: A Case Study of Platform Shttps://artdesignp.com/journal/PBES/9/9/10.26689/PBES.v9i9.15622ZhangXinyu,DingQingyang2026992026-09-30As cross-border e-commerce expands, transaction disputes and inefficiencies in appeal handling have become major concerns affecting platform ecosystems and merchants’ business confidence. This study examines Platform S using 10,576 actual dispute appeal records from January to November 2025. Python-based tools are used for descriptive statistics, multidimensional cross-tabulation, and text classification to identify the reasons for seller appeal failures and their distribution patterns. The analysis also examines the association between appeal outcomes and seller sentiment. The findings show an overall seller appeal failure rate of 79%. “Logistics and Delivery Receipt Issues” and “Products Not as Described” are the leading reasons, together accounting for more than 51% of failures. This indicates that information asymmetry and fulfillment uncertainty in cross-border transactions are closely associated with appeal outcomes. “Seller Procedural and Evidence Issues” are also common, reflecting weaknesses in procedural compliance and evidence management. Sentiment analysis further reveals markedly negative sentiment in notes from sellers whose appeals failed. Frequent complaints include “I cannot understand the rules” and “The platform favors buyers.” These findings indicate that appeal failures not only stem from factual disputes but also undermine users’ trust in platform fairness. Based on these findings, the study proposes improvements in four areas: guidance on platform rules, user segmentation, operational procedures, and platform rule design. These recommendations aim to help sellers improve appeal success rates and provide a basis for data-informed decisions to strengthen platform dispute handling and governance efficiency.Cross-border e-commerce, Dispute appeals, Platform S, Information asymmetry, Platform governance

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