Research On The Continuous Use Intention Of E-commerce Q&A System Based On Text Mining From The Perspective Of Big Data

With the continuous development and improvement of Internet technology,more and more people regard Jingdong Mall,Taobao and other e-commerce platforms as their primary choices when shopping.However,the uneven quality of e-commerce products and information asymmetry seriously hinder the establishment of mutual trust between consumers and merchants.In this case,commodity information provided by merchants gradually loses the trust of users,which also hinders the sustainable development of e-commerce to a large extent.Regarding the problems of information asymmetry and trust existing in e-commerce platforms,one of main solutions is to provide online comments.Although it has played a significant role in reducing information asymmetry,the surge in the number of comments and the improper interference of merchants have caused the overload and distortion of online comments,which should not be ignored.In view of this,the e-commerce platform has launched Q&A system.Compared with online comments,the product information obtained from this system is more reliable and takes less time and effort.However,e-commerce Q&A system has developed for the relatively short time.At present,the main concern for platform users and scholars is how to maximize the use of the Q&A system in order to increase customer satisfaction and continuous use intention.Aiming at the above problems,this paper studies the intention of continuous use of e-commerce Q&A system based on text mining under the perspective of big data.Firstly,text mining technology is used to extract content features of information from the text of Q&A system.Taking advantage of the data of Jingdong Mall self-run laptop as the data set and combining the long short-term memory(LSTM)and K-means algorithm,the information service category provided by Q&A system for consumers could be obtained.Secondly,this paper conducts text mining on online comments of homogeneous commodities and extracts the attributes of the information content of Q&A system using comparative analysis of mining results,which is the key to influencing the continuous use intention of users of e-commerce Q&A system.Finally,according to the influence factors extracted by text mining,this paper takes ECM-IT as the basic model and combines the specific situation when users choose e-commerce Q&A system to build a continuous use intention model of e-commerce Q&A system,and then carries out model and hypothesis testing.In addition,this paper adopts the method of combining text mining technology with structural equation model,and comprehensively uses text data of e-commerce and questionnaire data to explore influencing factors and action mechanism of consumers' continuous use of e-commerce Q&A system.There are three conclusions in this paper:(1)the information services provided by e-commerce Q&A system for consumers mainly include five categories: commodity comparison,gift,quality,function and after-sales service.Consumers concern most about quality while least about after-sales service.(2)The Q&A system and online comments are not only complementary to each other,but also provide validation for the information of online comments.Through further analysis,this paper obtains the attributes of the information content of the e-commerce Q&A system,which mainly refer to the three influencing factors of customers' continuous use intention: perceived content usefulness,perceived content reliability and cognitive cost;(3)The perceived content reliability has no significant influence on the continuous use intention of the Q&A system,while the mediating effect of satisfaction has significant influence on the continuous use intention.Among all the factors that influence the intention to use e-commerce Q&A system,the most influential one is the perceived content usefulness.The second one is trust,and cognitive costs have a negative impact.The innovation of this paper lies in the extraction of influencing factors of the continuous use intention of e-commerce Q&A system through text mining.Moreover,ECM-IT model has been improved to make it more suitable for the research of this paper.The conclusions in this study are beneficial for merchants to clarify the real demands of users,help the platform improve the question and answer system,and help consumers confirm the confusing information and make quick purchase decisions.