Research On Critical Factors Influencing Sentimental Orientation Of Online Customer Review In B2C E-commerce

In recent years, online customer reviews has become the research focus of the e-commercefield. Most online customers are more concerned with the online customer reviews aboutproducts, services and purchase recommendations from the other consumer’s point of view thanthe business information. An study has found that, the influence of extreme online reviews withstrong emotional are stronger than the neutral online reviews, and the effects of the negativeonline reviews is more than the positive ones. Therefore, the study of online customer reviews,especially the negative online reviews, has important commercial value and a very importantsignificance to the development of e-commerce enterprises.In order to study the critical factors that influencing sentimental orientation of B2Ce-commerce online customer review and the reasons of negative emotional, the paper based onthe empirical research method, collects4358online reviews about mobile phone from JingdongMall, which is a B2C e-commerce website, using the two-sample Z-test and regression analysisto explore. The study found that, the system factor don’t been involved in the online reviews, andalso in all reviews, product factor has the highest frequency; the most influential factor for thepositive reviews is price factor. Then scored the negative reviews, and do regression analysis,found that the10secondary factors of negative emotional are all significant, so get thecorresponding regression model. Finally, the significant factors in the regression model aresummarized into five categories: ease to use, responsiveness, reliability, security and empathy,and further put forward the proposal of electronic business enterprise.The main content of the paper is about two parts as follows:1. To determine the critical factors that influencing sentimental orientation of B2Ce-commerce online customer reviewSeven critical factors that influencing sentimental orientation of B2C e-commerce onlinecustomer review are summarized through the analysis of a large number of literature, and aconceptual model is built based on this. These factors are "system factor","product factor ","logistics factor","marketing policy","Staff factor" and "price factor". After pretreatmentmethod, do two-sample Z-test on the quantitative analysis. 2. To analysis and study the reasons for negative emotionalTo make the negative emotional influencing factors segmentation for14factors, and doregression analysis after scoring the review text. At last, analyze the significant degree of thefactors and the reasons for negative emotional.On one hand, the result of this research is to find out online reviews of the emotionaltendencies influencing factors, and enrich the e-commerce online customer review managementtheory. Research results, on the other hand, provide a theoretical basis for China’s e-commerceenterprises to understand customer needs, determine the competitive focus, improve productquality and enhance the level of service. It is of great significance on improving e-commerceenterprise competitiveness and promoting the development of e-commerce in China.