Research On The Online Product Scoring System From The Perspective Of Engagement In The Appraisal Theory

With the rapid development of Internet technology,online shopping has become a new form of human consumption,due to the rapid spread of Internet information,online shopping users can see a lot of online information product reviews.E-commerce sites can improve the consumer shopping experience through online product reviews written by consumers,consumers can also through online comments to help them make effective purchasing decisions,so these comments for businesses and consumers have a very important role.However,the authenticity and objectivity of the review itself has been questioned due to psychological,economic,and other aspects of the system,resulting in a certain gap between the review contents and review scores,which bring deviation.The deviation enable consumers into fuzzy,contradict,hesitated buying decisions dilemma.In this paper,aiming at the problem of the e-commerce sites reviews and scores are inconsistent,we introduce,discussed and analyzed the reviews from the pragmatic level,against existing insufficient online product rating system,based on the questionnaire survey data,combined with Appraisal Theory from the perspective of engagement for different types of products,calculated the index weights,established of AT product rating system.Finally,we extracted the data from Taobao comment on the website scores case studies to obtain a new score,and the scores validation.This paper consists of six parts,details as follows:The first part is an introduction,mainly introduces the research background,significance and research and innovation and the organizational structure of this article,this article is based on research carried out with the foundation.The second part is the theory and research,first introduced the concept of online product reviews and features,then brief descripted of the online categories theory,and finally analyzed and summarized study abroad according to the type of deviation,the reasons for bias,influence mechanism and the way to correct deviations.The third part is to introduce the Appraisal Theory intervention in the online product reviews,data sources for e-commerce site Taobao,combined with the policy discourse proportion of search and experiential two different types of product reviews by the use of different analysis product characteristics and use of the similarities and differences in the type of discourse strategy.The fourth part is aiming at the inadequacy of the site evaluation mechanism,combined with evaluation of intervention theory in the online product review and established weight index,designed score calculation method,based on the establishment of online product ratings system from the perspective of engagement in the Appraisal Theory,and analyzed the differences between search products and experience products.The fifth part is a collect of women product empirical research,in order to validate the objective and scientific of the scoring system,designed the questionnaire to get the manual scores,then use SPSS to T-test and website original site,artificial score and AT scores.The sixth part summarized conclusions and puts forward some problems which still need to study and solve and on the outlook for further research.