Research On Consumer Online Shopping Comment Behavior Under Merchants' Inductive Comments

The rapid development of Internet has made online shopping become a mainstream consumption method.In online shopping,consumers increasingly value the reputation of merchants composed by consumer shopping reviews,and merchants adopt word-of-mouth marketing strategies based on this.With the continuous deepening of scholars' research on identification of fake comments and the improvement of the paltform's audit system for fake comments on merchants,merchants' word-ofmouth marketing strategies have shifted from fake comments such as Internet Water Army and scalp to induced comments.Consumers' shopping review behavior is affected by their own characteristics and merchants' incentives.Merchant-induced reviews are hidden and complicated,and there are few researches on it.This article analyzes the connotation of merchant-induced comments,summarizes the causes and patterns of merchant-induced comments,compares the differences between them and fake comments,and conducts an empirical research on the impact of merchant-induced comments on consumers through questionnaires.E-commerce platform consumption system based on computational emperimental methods is established to analyze the influence of merchant-induced comments on consumer shopping reviews.The research work and related results of this paper include the following two aspects:(1)Define merchant induced comments based on domestic and foreign literature,and analyze the causes and patterns of merchant inducement behavior.From the perspectives of merchants,consumers,and platforms,analyze the reasons for merchants to induce comments.The models of merchants' induced comments are divided into three categories based on review behavior,based on review content,and mixed models.By comparing the differences between fake comments and induced comments in the main characteristics and the content of the comments,it is found that the induced comments have the characteristics of general comments because they are from real consumers.In addition,the induced comments have a fixed format,but their contents are characterized by uncertain information characteristics due to the differences in the review subject,which also increases the difficulty of determining merchant-induced comments.(2)Combining the theoretical research and empirical analysis of questionnaires,multi-agent modeling of merchant-induced review behavior is conducted to analyze the characteristics of the impact of merchants' induced comments on different types of consumer shopping review behavior.Designing a questionnaire to analyze the characteristics of consumer audiences and consumer shopping review behaviors during the process of merchants' induced comments.Consumers are divided into three categories: purchase,ordinary,and review.Construct the conceptual model of the e-commerce platform consumer system based on the empirical evidence and the related theoretical research on induced comments.Based on the agent boundary division,agent attribute description and abstraction and agent behavior assumptions for each subject in the system,the merchant induced comment calculation model in the e-commerce platform was constructed for calculation experiments based on the moth model in the Netlogo simulation platform.Experiments were conducted from three perspectives: degree of induction and consumer interaction,and analyzed the influence of merchant induced comments on different types of consumer shopping reviews under different parameters.The results show that platform supervision will reduce the influence of merchants' induced comments on consumers,which is conducive to the establishment of a fair competition environment.Merchants' induction can significantly affect the review behavior of purchasing consumers and improve praise rate.Consumer interaction will motivate ordinary consumers to increase the rate of review,which is manifested as conformity.