| The popularity of online shopping has made the development of e-commerce platforms increasingly specialized and refined.Electric business platform in providing consumers with more rapid convenient shopping.At the same time,the module Settings are in continuous development and improvement of the online comments area setting allows a buyer to evaluate the situation of merchants to provide products and services,and give positive,neutral,or negative evaluation,and can upload pictures and video evidence for evaluation of text.The online comment area also provides a platform and opportunity for reviewers(i.e.buyers),merchants and other users to communicate.Merchants can reply to reviewers in the comment area,that is,manage feedback.Other users can also actively participate and put forward their questions and perplexities in the comment area,in order to get answers to guide the purchase decision.Recent research shows that user engagement in online review areas has a positive impact on product clicks and sales.How to improve the user participation in the comment area has become an important research topic.In order to study the influence of management feedback on user participation behavior,this paper chooses the e-commerce platform Jingdong Mall as the research background,and in-depth studies the influence of management feedback on user participation behavior from the length,timeliness and characteristics of management feedback.This paper adopts quantitative research method.Firstly,the online review data of 15 mobile phones from four brands of Jingdong Mall were obtained as the research data set.Secondly,the invalid data were eliminated and the data were quantified,then descriptive statistics and multivariate collinearity analysis were carried out.Again,with the aid of Tobit model suitable for the merge data regression analysis,length of feedback to management,management feedback timely and feedback type affect how user participation behavior,management feedback type can adjust the length of feedback and management feedback timeliness effect on user participation behavior,study of these two issues;Finally,the heterogeneity of favorable,medium and bad reviews was analyzed.The results show that the length of management feedback positively affects user participation behavior.Management feedback timeliness and management feedback type 2(specific/perfunctory)both negatively affect user participation behavior.Management feedback type 1(material/spiritual)has no significant influence on user participation behavior.Management feedback type 1(material/spiritual)can not regulate the length of management feedback and the timeliness of management feedback on user participation behavior;Management feedback type 2(targeted/perfunctory)positively moderates the negative impact of management feedback timeliness on user participation behavior,that is,with the enhancement of pertinence of management feedback,the negative impact of management feedback timeliness on user participation behavior gradually tends to increase.This study expands the research perspective of user participation behavior,introduces management feedback as the research dimension,establishes the connection between management feedback and user participation behavior,and enrichis the research variable of user participation behavior.This study is helpful for e-commerce platform managers to have a deeper and detailed understanding of user engagement behavior,make management feedback more targeted and efficient,Promote businesses,reviewers,users browsing comments to carry out benign interaction,enhance e-word-of-mouth effect,and improve user engagement and product sales. |
