卖家反馈能否引发高质量的在线评论信息？——基于淘宝网的实证分析

doi:10.16381/j.cnki.issn1003-207x.2018.1271

Abstract

Abstract: High-quality online reviews bring e-store a good online reputation and increase sales. How can online sellers respond to comments to increase consumers' enthusiasm for posting comments and improve the quality of the content of reviews? The length of comments and the number of pictures are employed to measure the quality of online reviews, and a theoretical model of sellers' online review responses, e-store characteristics, and the impact of online review quality on consumer buying decisions is built. The research hypothesis is verified by collecting Taobao's transaction data. The seller's response positively affects the length of the comment and the number of photos, and the e-store star level and service ability have a mediating effect. High-quality online reviews promote consumers' buying decisions. Our findings provide practical advice for e-commerce platforms and sellers to improve business performance.

Key words: online review, seller feedback, review quality, consumer purchasing decision

CLC Number:

F626

LI Zong-wei, ZHANG Yan-hui, XIA Wei-wei. Can Seller Feedback Trigger High Quality Online Reviews?——Based on the Empirical Analysis of Taobao[J]. Chinese Journal of Management Science, 2021, 29(5): 221-230.

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Can Seller Feedback Trigger High Quality Online Reviews?——Based on the Empirical Analysis of Taobao

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