Online Trading Buyers Evaluation Paradoxes In Empirical Research

With the rapid development and the popularity of information technology,e-commerce has been an unprecedented development. Many traditionalcompanies have launched a virtual online market business model, onlineshopping has become one of the main ways shopping. In order to reduceinformation asymmetry and a crisis of confidence in the trading, online mallshopping generally established evaluation mechanisms. Network consumers ofgoods generally satisfied even not satisfied, but online evaluation is satisfied orvery satisfied, that online shopping evaluation of actual satisfaction andsatisfaction evaluation is not exactly the same response to this phenomenon, thatsatisfaction and actual satisfaction evaluation is not exactly the same. In view ofthis， this article defined the perceived satisfaction evaluation and actualsatisfaction evaluation from the psychological and behavioral aspects.Based on the Taobao shopping evaluation system, firstly, the paper sortedout the content of the evaluation and found the paradox; secondly, the authorissued a questionnaire to carry out further research; then used MATLABsoftware fitting the data and explained the existence of the paradox from theperspective of the game. Combined with previous studies and results of theinvestigation, this paper established hypotheses model including five factorswhich are Cost value, Perceived value, Privacy risks, Social exchange valueand Sentimental value, which is are from social psychology, consumer behaviorand consumer psychology.Using the SPSS17.0software to analysis the valid questionnaires, the studydraw the following conclusions: Perceived cost and privacy risks have negativecorrelation with the perceived value. Perceived cost, perceived value, privacyrisk, and social exchange value is positively correlated with the actualsatisfaction evaluation.Studies have shown that online shoppers perceive the economic costs,psychological costs, privacy risk; social exchange value, and sentimental value,consumers will consider the cost of the transaction fails to pay, negotiate the likelihood of success, the threat of personal privacy, get and shoppingexperience, thus affecting the consumer’s actual evaluation, a paradox.Studies have shown that economic costs、psychological costs、privacy risk、social exchange value and sentimental value will make consumer consider thepay、the possibility of success、the threat of personal privacy、compensationand shopping experience when the transaction is failed. All these will affect theconsumer’s actual evaluation that is called a paradox. This study illustrated theparadox phenomenon, and explained the reason for the existence of paradoxfrom psychological and behavioral science angle, which extended the study ofsatisfaction theory, and put forward some effective marketing suggestions forthe network operator.