Research On The Factors Of Customers’ Active Praise For Online Stores In The Post E-commerce Era

With the increasing popularity of the Internet and the continuous expansion of the transaction scale of the network market,e-commerce has been quite mature in China,and the number of shopping platforms has increased sharply.It has gradually entered the post e-commerce era,and the dividend of Internet traffic has gradually disappeared.When shopping online,almost every consumer will browse online comments.Online comments are very important to the conversion rate of potential customers and sales volume.Taking merchants of pinduoduo platform as an example,this paper uses empirical analysis to carry out research.firstly,the research route of this paper is determined by reading a large number of relevant literature on customer perceived value and online comments.Customer perceived value is divided into dimensions according to the actual research of this paper;Secondly,collect the data needed by the research by designing a questionnaire;Finally,the quantitative method is used to analyze the influence and degree of various variable factors on customers’ active praise.The results show that customer perceived value is positively correlated with customers’ active praise,that is,the higher the perceived value,the higher the probability of customers’ praise,and the intermediary effect of customer satisfaction is obvious.According to the analysis results,this paper puts forward reasonable suggestions for pinduoduo small and medium-sized businesses.It is proposed that merchants can improve the praise rate of online stores from the perspective of improving customers’ perceived value and satisfaction,that is,continuously optimize product value,That is,constantly optimize the value of products,and focus on products whether they are produced by themselves or sold by other companies on a commission basis.provide more timely and effective services,meet customers’ personalized needs,strengthen interaction,enhance emotion with consumers,provide more convenient settlement methods and attractive promotion activities,which can improve the possibility of good evaluation after consumers sign for shopping.At the same time,this paper also puts forward some suggestions for the platform from the macro level.