Research On User Evaluation System Of Taobao Network

With the rapid development of e-commerce websites,more and more people join the army of online shopping,and the information service of e-business platform is attracting much attention.In order to enhance consumers' experience of online shopping,e-commerce websites have established their own evaluation system.Through this research,it is found that most consumers buy goods on e-commerce sites using the platform self evaluation system,including the evaluation of purchase,the evaluation after shopping,and the reporting of bad evaluation.According to the data of YOTpo,the conversion rate is the key performance index of each electronic commerce shop.Compared with the content of user evaluation,the conversion rate of the platform consumer has a significant improvement compared with the content of user evaluation.Therefore,the user evaluation has a great impact on the promotion of commodity sales in the e-commerce network station.And user evaluation is the basis of the evaluation system.In order to meet the needs of users in the network shopping,and enhance the user experience in the use of evaluation system,it is the direction that the evaluation system of e-commerce platform should pursue.On the basis of the above reasons,this paper,based on the cognitive information search model,takes Taobao website as the research background,uses experimental observation,semi structured interview and other research methods,and analyzes the browsing behavior of the subjects using the evaluation system based on the situation of the Taobao network evaluation system.Through the analysis,it is found that,first of all,because of information asymmetry,almost all users are using the evaluation system.Secondly,because of the lack of incentive mechanism and the limitation of payment rules,many people will not write comments immediately after the purchase is finished.Finally,there is a paradox.Users prefer to choose more products when they buy,but they don't want to evaluate them when they finish buying.Therefore,this paper first analyzes the cognitive characteristics of the user's browsing behavior in the process of online shopping,and then analyzes the specific conditions and reasons of the evaluation mechanism,evaluation type and evaluation function used in the process of online shopping.Then,this paper summarizes the problems encountered by the subjects in the use of the evaluation system,the causes of these problems and the user expectation optimizat ion suggestions to deal with these problems.Based on the observation and interview on the online shopping behavior of Taobao users,the key words extracted from all the interview data are selected and conceptualized in combination with the theory of consumer decision-making and marketing.Finally,the problem of the Taobao network evaluation system will be coded into three initial concepts,including the content management of evaluation information,the design of evaluation system and the platform.Seller buyer management problems,as well as five two level concepts and eighteen three level concepts.Finally,according to the theory of human-computer interaction and the consumer decision theory,it combines the user's needs and puts forward the optimization strategy of three aspects,such as evaluation information availability,evaluation system design and the management of sellers and buyers.