An Empirical Analysis Of Online Reputation Measurement,Impact Effect And Dynamic Change

Compared with traditional offline transactions,online transactions through e-commerce platforms have typical trans-temporal characteristics,which easily lead to information asymmetry,which leads to adverse selection and moral hazard.For a long time,this problem has been restricting the sustainable development of online transactions,and the reputation level can effectively measure the quality of products and services.Therefore,the reputation level can greatly alleviate the adverse consequences caused by information asymmetry.On the one hand,consumers can make the right purchase decisions based on the seller's reputation.On the other hand,sellers can adjust products and services according to their reputation and develop reasonable marketing strategies.Therefore,from a practical point of view,it is necessary to study the influence mechanism of reputation level.In addition,this paper also uses the natural language processing technology to emotionally quantify the text information of the review,re-measure the online reputation level,and analyze its influencing factors and impact effects.Compared with the existing literature,this paper is more accurate in measuring the reputation level and expanding the research content of its impact mechanism,which can provide reference for similar research.First of all,this paper analyzes the factors affecting the reputation level.The empirical results show that in addition to considering the number of transactions and the number of comments,the impact of emotional entropy,transaction amount and service status on reputation level should also be considered.Secondly,to explore the impact of reputation level on sales,empirical results show that online reputation level has a positive impact on sales;emotional entropy has a negative impact on sales.In the Taobao store,the impact of the median rate on sales is negative.In the flagship store,the impact of the median rate on sales is positive,mainly due to the different internal composition of neutral reviews in the two markets.Finally,the paper also studies the impact of reputation level on promotion strategies.The empirical results show that sellers with different reputation stages may adopt promotion strategies,but the purpose and method of promotion strategies are different.According to the empirical results of this paper,conclusions can be drawn as follows:firstly,from the perspective of e-commerce platform,it should be perfect in reputation mechanism,and influencing factors of reputation should be taken into consideration.According to the fact of comment distribution,some new policies need to be made and some unreasonable rules should be canceled.Secondly,from the perspective of seller,they are supposed to improve and maintain their reputations with comprehensive measures,and they also need to pay attention to the influencing factors of reputation,the comments of products,the content,distribution and proportion of comments to make timely adjustments to maintain and improve their reputation levels.Thirdly,from the perspective of consumers,the reputations of sellers need to be treated rationally,and when they are to make buying decisions,they should check the transactions,service index and comments,and then get a comprehensive assessment about the sellers.