Exploring the Factors Influencing the College Student’s Motivational Nature of Negative Evaluation on E-commerce Products

Yining Ren ()
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Yining Ren: University of Miami, Herbert Business School

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 749-754 from Springer

Abstract: Abstract With the rapid development of Internet technology, the E-commerce platform is driven. Online shopping has gradually become an indispensable part of people's lives. At the same time, the Internet pushed the development of online reviews. Some data show that consumers pay the most attention to the information from online product reviews when making decisions. However, negative product reviews have a more profound effect on consumer decisions. The main force of online shopping reviews and one of the largest audiences, college students are influencing various aspects of the e-commerce industry. The factors that increase their motivation to produce negative reviews are the key focus of this study. Therefore, in this paper, using questionnaires and statistical regression analysis from the perspective of college students, we find that there are five main negative evaluation factors on e-commerce platforms, respectively, product quality, description and price, merchant service, and logistics and delivery process. Merchants can combine the actual problems of their products for the research and implementation of countermeasures.

Keywords: College students; e-commerce merchants; purchasing behavior; negative evaluation; influencing factors (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_110

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DOI: 10.2991/978-94-6463-036-7_110

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