- مبلغ: ۸۶,۰۰۰ تومان
- مبلغ: ۹۱,۰۰۰ تومان
With the continuous development of e-commerce technology, the online shopping volume of Chinese consumers has been increasing year by year,which will rapid development in the future. The emergence of B2C platform allows consumers to exchange shopping information online, which making shopping easier. Online reviews belong to an online sales tool, which influences the shopping behavior of consumers by commenting content, and becomes the main influence means of online shopping. This paper based on the B2C platform technology; take the online review content of Jingdong Mall in 2017 as data, which in order to study the relationship between shopping behavior and online review through classification, sorting and assignment. We based on the conceptual model to propose six research hypotheses, and conduct questionnaires and interviews. The 200 questionnaires were distributed, and 192 valid questionnaires were obtained, the overall effective rate is 82%. The results show that economic-related comments, service-related comments have a significant impact on the online shopping behavior.
This article further subdivides the online commentary in the B2C online platform, which analyzes and scores the online commentary on the platform, and determines the related indicators in each dimension of the online commentary. At the same time, B2C online reviews are divided into product quality factors, which product delivery factors, product economic factors, not satisfied with the treatment. At the perspective of empirical research, this paper verifies the impact of online reviews on consumer buying behavior and deeply studies the impact mechanism of online reviews. At the content of online reviews, online reviews have a great impact on the online shopping behavior of consumers, including product packaging design, packaging intact. At the number of comments, the more the number of products on their online shopping Behavior have a greater impact, consistent praise reviews do not positively affect the consumer online shopping behavior, which will have a negative impact, so consumers are more concerned about the commentary both comments. At the reviewers credit rating, consumer attention the writer that reviewers with rich and detailed comments, as well as commenters with good credit histories.