Research On Effect Of Online Reviews Of B2C Shopping Website

With the development and application of Internet and communication technology,Internet information dissemination convex platform shows its great influence on theeconomic and society. The online review information published by the onlineconsummers as a form of online word-of-mouth, is profoundly changing the potential ofonline consummers' buy and other economic behavior, and its ability of sales and profitperformance and its market strategies and industry competitiveness. Although thedevelopment of China's e-commerce environment is very fast, research on how reviewinformation as the newly information media reaction of online shopping behavior ofonline consummers and how to influence the sales, is still in the initial stage. Therefore,online review information as online consumers' reference already exists to improve theefficiency of their purchasing decision, improve the online enterprise's reviewinformation management, improve the network marketing enterprises to grasp the onlineconsumers' activity rules and make more competitive strategy and marketing strategy,and ultimately to promote the electronic commerce industry to achieve greaterprofitability and healthy development.In this thesis, online shopping industry of B2C shopping website as theresearch background, the Jingdong Mall as the research object, by means of Webpageinformation capture tool after more than a month from Jingdong mall we grabbed213516online review information and23482consult information of30mobile phones, theformation of cross section data does not contain time factor and panel data includes atime factor through after the information is processed and quantized. Take action orientedresearch paradigm in the research, combining with qualitative and quantitative analysis.The main content of this study from the following three aspects: firstly, evaluation ofbehavior of consummers' online activity regulations analysis from the onlineconsummers' consulting and review information; secondly,finding out the onlineconsummers' foucus before buying and after buying activity; finally, anylyze the factorsthat affect the sales with the method of regression analysis.The main research methods used in this thesis includes: comparative analysis,association rule mining method, factor analysis method, least square method, the fixedeffect model and generalized method of moments estimators. The main tools usedincludes tow kinds:data capture&processing tools and data analysis tools.Data capture &processing tools includes: MetaSeeker, Google Xml file merge tool, the ChineseAcademy of Sciences segmentation tool and University of Oxford press tool. Dataanalysis tools used in the research includes Excel, Spss16.0and Stata.The major findings are as follows:1. There is positive correlation between the number&consumption ability ofonline consumers and the level of economic development of the consumers' province(city).2."Tuesday" and "Wednesday" is the high peak date for the online shoppingactivities,"Saturday" and "Sunday" is the low peak date of the online shopping activities.3. Every "afternoon" and "Nights" time period is the peak period of onlineshopping related activities,"dawn" time period is the low peak period of online shoppingactivities.4. There is no necessary connection between the consultation and purchasebehaviors, the users with consulting activity doesn't have to buy goods, users who buygoods are not necessarily to consult before buying.5. Purchasing behavior and reviewing date difference is related to the habits andbehavior of the online consumers.6. Mobile phone consumers consult for advice before shopping mainly focus oncommodity prices, payment, logistics, customer service center service, productperformance and product specifications;when review after perchasing they mainly focuson stability of basic function, domestic brands or not and the mobile phone signal.7. There is a significant negative correlation between the number of mobilephone Jingdong Mall sales and mobile phone prices, there is a significant positivecorrelation between the number of sales and online reviews and assessment and usefulinformation. No obvious relationship between the mobile phone sales and the length oftime of mobile phone published, and no significant relationship with the number of onlineconsulting.8. Domestic brand mobile phone consumers are more affected by word-of-moutheffect than the none domestic mobile phone brand consumers clearly, the effects of nondomestic brand mobile phone consumers are more affected by conformity effect thandomestic brand mobile phone consumers.This paper is based on the online consumer groups, analyzes the online shopping behavior of the online consumer groups, analysis of the factors affecting the quantity ofsales, provides the factors affecting the behavior of consumers and sales to Internetshopping and sales enterprise, and give the forward reasonable suggestion, help toimprove the competitiveness of enterprises, has very important practical significance.