원문정보
초록
영어
This research focuses on online reviews deviation in B2C platform, and tries to analyze the phenomenon that shops which have large sales volume are lowly recommended compared with the average in Tmall. After verifying the validity of online reviews, we find out that the consumers' sensibility for negative comments become weaker. And the sellers’ sincerity that reflected by their replies to negative comments have little influence on sales. Only the number of total comments and positive comments can obviously influence on sales . Shops, in B2C platform, just concern about taking part in sales promotion to create hot products, instead of devoting to the quality of service. B2C platform whose primary business is selling entrance of users flow, prefers to protect large sellers, and the unreasonable rules in online reviews is the main reason for partial failure in the influence of reviews to sales.
목차
1. Introduction
2. Literature Review and Research Hypothesis
2.1. Objective Variables
2.2. Subjective Variables
3. Research Design
3.1. Variable Definition
3.2. Data Collection
3.3. Results and Analyses
4. Conclusions
Acknowledgements
References