Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

<Previous Article In Volume
Next Article In Volume>

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

Authors
Yining Ren1, *
1Herbert Business School, University of Miami, Miami, Florida(FL), 33146, United States
*Corresponding author. Email: Yxr239@miami.edu
Corresponding Author
Yining Ren
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_110How to use a DOI?
Keywords
College students; e-commerce merchants; purchasing behavior; negative evaluation; influencing factors
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.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
10.2991/978-94-6463-036-7_110
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_110How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yining Ren
PY  - 2022
DA  - 2022/12/31
TI  - Exploring the Factors Influencing the College Student’s Motivational Nature of Negative Evaluation on E-commerce Products
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 749
EP  - 754
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_110
DO  - 10.2991/978-94-6463-036-7_110
ID  - Ren2022
ER  -