Research On The Helpfulness Of Cross-border E-commerce Online Review

With the development of national policy and legal support,cross-border e-commerce has developed rapidly in recent years.Capital giant believed cross-border e-commerce is a blue sea and will become the next Taobao.com in the future.So,lots of Online retailers and capita investment have be attracted by cross-border e-commerce.As a pioneer in this field,most cross-border e-commerce retailers are in accordance with the domestic mature business model in operation,however the supplier logistics,products,tax and other aspects are different between the traditional online retailers and cross-border e-commerce retailers.So,using the old model in the cross-border e-commerce will be difficult.Came in this paper,we study the problem from the work of the author,the authors conduct electricity business operational class comments,in the internal testing we found consumers will spend more time to stay in the comments section.At the same time,overseas brand product comments appear polarization effect: the first is favourable comment was be amplified,high praise of consumers buy conversion rate can reach 5%.Then bad review rates is higher,when the consumers buy overseas brand product is easier to make a bad comment.In order to manage comments,the author found that domestic study of cross-border electricity comments usefulness.Proposed in this paper,we study the problem: for overseas brand product,what kind of praise can attract more customers to buy? What kind of bad review will Influence purchase intention? In other words,for overseas brand product,what factors will affect the comments usefulness?Based on the above problem,this article in combing the research literature on the basis of numerous comments usefulness,chose the emotional polarity,commentators experience,comment time,word length,objectivity and content richness of six variables as factors that influence the comments on the usefulness of these variables are the results of the study is rich,mature.In addition,according to the actual work experience,the author joined the sensitivity effect as the seventh comment usefulness of variables.This paper adopted the widely used comments useful method of regression analysis method,the author demonstrates the data collected from JD.com mall proprietary products,ensure product quality and service quality will not affect the result of the experiment.Through the regression analysis in this paper,the following conclusions: the theory of sensibility,polarity of time,text length and comment the sensitivity of the three factors on the comments there were significantly positive influence on usefulness,comment on the time there is significant negative impact on comments usefulness;Their experience of the reviewers,objectivity and content richness did not significantly affect consumers.This article attempts through the following aspects to make theory combined with the actual application of innovation:First,we focus on the comments usefulness when the social and cultural barriers exist in goods and consumer As a new thing,cross-border electricity has developed rapidly,but the related research is still in the development stage,the academic aspect cannot provide mature intellectual support.Thesis of this paper is the result of practice,for the first time focus on cross-border electricity comments usefulness influence factors,in the traditional electricity comments useful research results as a benchmark,looking for suitable for cross-border electricity comments usefulness influence factors model.Second,combined with work experience,we introduced new comments sensitivity this variable.Depend on the data review of sensitive words,we found the sensitive words will obvious influence on the usefulness of comments.Studies of comments useful sexual maturity,samples and consumers mostly belong to the same country,and for cross-border electricity product from overseas,the consumer and the product existence barrier.Only with the traditional factors affecting comments useful to explore the problems of comments usefulness,cannot fully reveal some comment on why higher impact for the consumer.Then,according to previous research on product category selection in fewer problems,this article selects the comments of 70 kinds of overseas brand products as sample.Previous comments usefulness of study,the number of comments many scholars although many,but only for products category is less,and cross-border business model requirements of electricity use more SKU and trend of the product to attract customers,so this article chose in the sample of 70 by cross-border electricity business users welcome products,according to the characteristics of cross-border electricity marketing and sales model based on,trying to make the research more scientific and rigorous.Last,revealed the consumer when buying foreign products and domestic products,to review the focus is different.Through the empirical analysis,this paper results show that when consumer is buying overseas brand products,to focus on the emotional comments polarity,length of time,text to review and comment the sensitivity of the four factors,and reviewers experience,objective and content richness did not significantly affect consumers.In this paper,the results of the research is different with previous scholars,this suggests that the consumer is buying foreign products and domestic products,consumption of psychological activity is different,focus on the problem of the consideration is not consistent.At present,the research on cross-border electricity is not yet mature,this article further subdivision of consumers’ psychology,can help the cross-border electricity more accurate management operating online reviews,increasing in comment benefits at the same time to reduce losses.