摘要
用户在线消费评论是电子商务平台客户评论系统的核心内容之一,也是潜在消费者网络购买决策的重要依据。本文运用内容分析和对应分析法对B2C电子商务平台用户评级和用户评论内容进行比较研究。结果表明,不同网站用户评论存在显著差异,用户评论受商品类别的影响和中美网站用户评论存在文化差异。研究结论对完善平台用户评论管理和营销管理具有重要的理论和实践价值。
Online consumer reviews are the important part of the customers’review system of e-commerce platforms,and also a vital source of information to potential online consumers.This paper used content analysis and correspondence analysis methods to compare the user ratings and reviews information of the B2C e-commerce platforms.The results showed that there were significant differences between different e-commerce websites and consumer reviews,that consumer reviews were affected by commodity categories,and that there were cultural differences of consumer reviews of e-commerce websites between China and USA.The conclusion of the research could provide implications to improve customer reviews management and marketing management of the e-commerce platforms.
作者
李亚琴
Li Yaqin(Business College, Yangzhou University, Yangzhou 225127, China)
出处
《现代情报》
CSSCI
北大核心
2017年第7期79-83,共5页
Journal of Modern Information
基金
全国高等农业院校教育技术研究会2016年度"教育信息化建设发展"立项课题(项目编号:CAETSSC011)
关键词
用户
在线评论
电子商务
电商平台
内容分析
商品类别
文化差异
比较研究
consumer
online reviews
e-commerce
e-commerce platforms
content analysis
commodity categories
cultural diff erence
comparative research
