Summary
As a new thing in recent years, cross-border e-commerce has developed rapidly with the support and guidance of the country at the policy and legal level. As a blue ocean market that may create the next Taobao, import cross-border trade has attracted a lot of investment, and major e-commerce giants have joined in to establish their own cross-border e-commerce. Cross-border e-commerce is a pioneer in a new field, and most companies are still in the exploratory stage. Considering the differences between traditional e-commerce and cross-border e-commerce in terms of logistics, products, and taxation, it is necessary for academic fields to provide suitable cross-border e-commerce solutions. The academic achievements of business operations will lead the way.
The problem studied in this article comes from the author’s work. In the internal test of the company, the author found that compared with domestic products, consumers spend more time staying in the comment area when purchasing overseas brand products, and at the same time, the reviews of overseas brand products have a bipolar effect: First, The effect of praise is amplified, and the conversion rate of praise to consumers can reach 5%. Second, the rate of negative reviews is high, that is, consumers are more likely to give negative reviews when consuming overseas brand products. In order to do a good job in review management, the author consulted relevant literature and found that there is almost no research on the usefulness of cross-border e-commerce reviews in China, so he raised the research question of this paper: what kind of praise can attract more overseas brand products? The customer buys? What kind of negative reviews will make customers abandon the purchase? From an academic point of view, for overseas brand products, what factors will affect the usefulness of reviews?
Based on the above problems, this paper, on the basis of sorting out many research literatures on the usefulness of reviews, selects six variables, including emotional polarity of reviews, experience of reviewers, time of reviews, length of text, objectivity and richness of content, as the variables that affect reviews. The factors of usefulness, the research results of these variables are rich and the demonstration is mature. In addition, according to the author's actual work experience, after referring to the theory of communication, review sensitivity is added as the seventh variable that affects the usefulness of reviews. This article adopts the widely used regression analysis method of review usefulness as the demonstration method. The data collection comes from the self-operated products of Jingdong Mall to ensure that the product quality and service quality will not affect the experimental results.
Through regression analysis, this paper draws the following conclusions: the three factors of emotional polarity, comment time, text length and comment sensitivity have a significant positive impact on the usefulness of reviews, and the time of comments has a significant impact on the usefulness of reviews. Negative effect; while reviewer experience, objectivity and content richness can not significantly affect consumers.
This paper attempts to make an application innovation combining theory with practice in the following aspects:
First: take cross-border e-commerce as the starting point, and focus on the issue of the usefulness of comments under the condition of social and cultural barriers between commodities and consumers. As a new thing, cross-border e-commerce is developing rapidly, but related research is still in the development stage, and academics cannot provide mature intellectual support. The topic of this paper is derived from reality, focusing on the influencing factors of the usefulness of cross-border e-commerce reviews, based on the traditional research results on the usefulness of e-commerce reviews, seeking a model suitable for the influencing factors of the usefulness of cross-border e-commerce reviews
.
Second: Combined with work experience, a new variable of review sensitivity is introduced in the study of review usefulness, and the data demonstrates that sensitive words in reviews will attract consumers' attention and significantly affect the usefulness of reviews.
Third: Aiming at the problem of selecting a single product category in previous studies, combined with the marketing model of cross-border e-commerce, this paper selects reviews of 70 overseas brand products as samples. In previous studies on the usefulness of reviews, many scholars had a large number of reviews but a single category of samples. The business model of cross-border e-commerce requires more SKUs and trendy products to attract customers, so the samples in this paper select a variety of products that are popular with cross-border e-commerce users, trying to make the research more scientific and rigorous.
Fourth: The research results of this paper point out that consumers pay different attention to reviews when purchasing overseas products and domestic products. Through empirical analysis, when consumers buy overseas brand products, they pay more attention to four factors: the emotional polarity of comments, the time of comments, the length of text, and the sensitivity of comments, while the reviewer's experience, objectivity, and content richness are not significant. affect consumers. The results of this paper are different from those of previous scholars, which shows that when consumers buy overseas products and domestic products, the psychological activities of consumption are different, and the factors they focus on are also inconsistent. At present, the research on cross-border e-commerce is still immature. The further subdivision of consumer psychology in this paper can help cross-border e-commerce to manage and operate online reviews more accurately, increase the benefits of reviews and reduce the losses caused by reviews. .
Key words: cross-border e-commerce, review usefulness, overseas products, review management strategy
ABSTRACT
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.
Keywords: Cross-border e-commerce , Online review, Foreign brands
CONTENTS
Chinese Abstract I
English Abstract III
1 Introduction 1
1.1 Problem Background 1
1.1.1 Current Situation of China’s Internet Development 1 1.1.2
Development Status of Online Retailing 2
1.1.3 Cross-border E-commerce Becomes a New Power of Online Retailing 3
1.1.4 Developmental Status of Online Reviews 7
1.2 Question 9
1.3 Research Significance 10
1.3.1 Theoretical Significance 10
1.3.2 Practical Significance 11
1.4 Research Steps 11
2 Literature Review 13
2.1 Research on Online Reviews 13
2.1.1 Word of Mouth 14
2.1.2 Internet WOM and Online Reviews 15
2.2 Relevant research on review usefulness 17
2.3 Combing and thinking about literature 21
3 Research content 23
3.1 Source of model 23
3.2 Research model and hypothesis of this paper 24
4 Data collection and processing 29
4.1 Data source 29
4.2 Statistical design of data 30
4.3 Measurement of variables 31
5 Data Analysis 34
5.1 Sample Analysis 34
5.2 Regression Analysis 36
5.3 Results Discussion 40
6 Research Results and Future Prospects 42
6.1 Conclusions and Application Innovations 42
6.2 Management Implications and Insufficient Research 43
Acknowledgments 47
References 48
Appendix 50
