Research On The Influence Of Online Merchants 'Multi-channel Requests For Positive Reviews On Consumers' Intention Of Negative Review

With the rapid development of information technology and e-commerce,online shopping has become an inseparable part of people's daily lives.In this scenario,the online reviews of stores are also growing at the same time,and have become an important information in the consumer shopping process.Sources,interests Consumers' purchasing behavior and decision-making have a significant impact,so in real life many online merchants will ask consumers for praise after sales,but whether consumers will really follow the merchant's idea to give praise is not certain.In order to study the positive reviews of online merchants and how to affect consumers 'expectations of negative reviews,on the basis of summarizing previous studies,this paper uses a combination of text mining and questionnaire survey to explore the intent of online merchants to request positive reviews for consumers.Influence process.First,use web crawler technology to grab the online consumer reviews of Taobao merchants;use the potential Dirclet distribution model(hereinafter referred to as LDA model)to extract the subject of the cleaned review text data,so as to extract the results for visual processing and interpretation,To investigate whether it really exists,because the business asks for good reviews and gets bad reviews,and online merchants ask for positive reviews in various ways(such as phone requests,SMS requests,Taobao Want Wants,etc.),here through the questionnaire The method of investigation explores the differences in channels that demand praise,and explores the causes of the differencesResearch sample: The results of text mining show that there is indeed a part of the consumer conference.The merchants have noticed bad reviews because of the behaviors that the sellers demand for good reviews,and the proportion of consumers in this part is not small.The results show that in addition to quality and logistics services,merchants The act of asking for praise has been recognized by consumers as one of the most important reasons for bad reviews;the results of the questionnaire survey show that consumers who have been asked by merchants to get good reviews through different channels have different intentions for bad reviews,among which merchants want to get praise through Taobao.Of consumers 'expectations of negative reviews and those of consumers who have not been asked to give positive comments are the lowest and close to the same;Positive consumers have different perceptions of intrusiveness.