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本文基于随机抽取的淘宝网交易数据样本,研究了影响买家是否给出动态店铺评分(DSR评分)和文字评论的决策因素。主要结论包括:第一,买家的一些特征,包括买家交易频繁度和是否匿名对于是否给出评分或评论有显著影响;第二,交易的商品特征对买家是否给出评分或评论没有显著影响;第三,卖家的信誉度、服务态度、营销积极性和交易量对买家是否给出评分或评论有显著影响。基于以上分析,本文对电子商务平台和卖家如何激励买家更积极地给出评分和评论提出了政策建议。
Based on a sample of Taobao transaction data taken at random, this paper examines the decision factors that influence whether buyers are given dynamic store ratings (DSR ratings) and word reviews. The main conclusions include: First, some characteristics of the buyer, including the frequency and anonymity of the buyer, have a significant impact on whether the rating or comment is given or not. Second, whether the traded merchandise features a rating or comment on the buyer Significant impact; Third, the seller’s creditworthiness, service attitude, marketing enthusiasm and trading volume have a significant impact on whether the buyer gives a rating or comment. Based on the above analysis, this paper puts forward policy suggestions on how e-commerce platforms and sellers motivate buyers to give more positive ratings and comments.