Research On The Relationship Between B2C Platform Online Reviews And Online Shopping Behavior

In the context of the Electronic commerce affect the business model and publiclifestyle,there is a strong momentum of development of Chinese consumers shoppingonline.From the self-employed independent B2C mall to B2B2C platform, China’s B2Cbusiness model has gone through the process of conversion from single to multiple, Theemerging B2C site also has been developing rapidly. Consumers can exchange informationand views online easily, so Online reviews to become a powerful network marketing tools andimportant business success factors. Online reviews also get more and more attentions ofscholars and the electric commercial companies. The impact of online reviews on consumeronline shopping behavior has become one of the important factors of network consumption,which can not be ignored.This article did a further breakdown of the online shopping platform. Mainly selectedonline reviews on the B2C platform for analysis, took Jingdong Mall from November2011toJanuary2012,100online reviews as raw data resources, then classified assignment after thestatistical analysis,at last determine the dimension related indicators of online reviews withformer scholars’ literatures. On this basis, I created the initial concept model and Sixhypotheses. Through the way of questionnaires, interviews of small-scale.etc, obtained211valid questionnaires. used SPSS17.0statistical analysis tool for the processing and analysisof empirical data and Verified the relationship between online reviews and consumer onlineshopping behavior.This paper studied the following conclusions:Involving the product economic factors related online reviews of online shoppingbehavior，Secondly, the packaging design and after-sales service online reviews have a certainimpact on consumer online shopping behavior. The comments amount of significant impact on consumers’ online shopping behaviorPraise online reviews can not produce a positive impact on consumer online shoppingbehavior, Mixed doubles as a comment has a significant influence on consumers’ onlineshopping behavior.Reviewer’s competency and their written comments has a significant influence onsubsequent buyer’s purchase decision.Conclusions of this article is designed to provide advice to the EC enterprises which helpEC enterprises do a good job on online reviews system.