Research On Differences In Behaviors Of Online Shopping Consumers At Home And Abroad Based On Negative Online Reviews

With the rapid development of the Internet,a large number of online shopping platforms have emerged in China,with different online shopping platforms catering to different consumer groups,including domestic online shopping consumers and foreign online shopping consumers.Due to the cultural differences between China and foreign countries,there are some differences in the behaviors of online shoppers.Research shows that negative online comments have a stronger impact on consumer behavior.Therefore,this study selects representative aliexpress and Jingdong online shopping platforms to study the indicators that consumers pay more attention to negative online comments under different cultures.Based on previous experience,this study divides negative online comments into three dimensions: product,merchant and logistics,including product quality,product price,product appearance,and consistency between product and description.Business credit,business service attitude,business delivery problems,business efficiency;Logistics speed,logistics service attitude,goods damaged or lost,distribution location accuracy.Chinese people and most East Asian countries are high-context cultures,which tend to be expressed in indirect ways and are more reserved and restrained.The United States and most Western countries have a low-context culture and tend to communicate in a straightforward manner.The review data were from Jingdong Mall and Aliexpress.The product samples were from 10 xiaomi phones of the same style,and 28,511 negative online comments were collected from Jingdong and 44,359 negative online comments from Aliexpress respectively.The data mining technology was used to extract the features and cluster the negative online comments crawled,and then manually annotate and select the words that conform to the indexes of this study,and then SPSS was used for difference analysis.The results show that high-context countries pay more attention to negative online comments on product price,product appearance,merchant credit,logistics speed and item damage or loss than low-context countries,and low-context countries pay more attention to negative online comments on business efficiency than high-context countries.Countries with different cultural contexts pay the highest attention to the product itself.At last,this paper summarizes and thinks about this research.