Buyers’ Negative Ratings and Textual Comments on eBay: Reasons for Posting Ratings and Factors in Denouncing Sellers

IF 5.1 3区 管理学 Q1 BUSINESS
Xubo Zhang, Yanbin Tu, Mark H. Haney, Huawei Cheng
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引用次数: 0

Abstract

In this study, we use a dataset collected from eBay to analyze buyers’ negative feedback ratings and associated textual comments. By using text mining and sentiment analysis, we identify seven key reasons why buyers post negative ratings: communication problems, shipping issues, product defects, payment refund problems, customer service issues, fraud, and product packaging. These seven reasons can be classified into three categories: (1) sellers’ malicious fraudulence toward buyers, (2) factors likely under the control of sellers, and (3) factors not likely under the control of sellers. Drawing on these categories, we discuss how sellers can effectively reduce the likelihood that buyers post negative ratings. The most important things sellers can do to avoid negative ratings are to improve communications with buyers and to handle product shipping issues properly. In addition to posting the reasons for their negative ratings of sellers, the textual comments associated with negative feedback ratings may also include direct denouncements of sellers, such as buyers explicitly claiming a seller is a liar and warning other buyers to be cautious of the seller. We collectively call these actions buyers’ denouncements against sellers. These denouncements have significant negative impacts on sellers’ reputations. In this study, we use correlation analysis and logistic regression to investigate the factors that motivate buyers to denounce sellers. We find that, of the three categories of reasons why buyers post negative ratings, sellers’ malicious fraudulence toward buyers and factors likely under the control of sellers are more likely to lead to buyers’ denouncements of sellers, while factors not likely under the control of sellers are not likely to lead to buyers’ denouncements of sellers. In addition, buyers’ strong negative sentiment is also more likely to lead to their denouncement of sellers. Managerial implications of these findings are discussed.
买家在 eBay 上的负面评分和文字评论:发布评分的原因和谴责卖家的因素
在本研究中,我们使用从 eBay 收集的数据集来分析买家的负面反馈评级和相关的文字评论。通过文本挖掘和情感分析,我们找出了买家发布负面评价的七大原因:沟通问题、运输问题、产品缺陷、付款退款问题、客户服务问题、欺诈和产品包装。这七个原因可分为三类:(1)卖家对买家的恶意欺诈;(2)卖家可能控制的因素;(3)卖家不可能控制的因素。根据这些分类,我们将讨论卖家如何有效降低买家发布负面评价的可能性。为避免负面评价,卖家可以做的最重要的事情是加强与买家的沟通,并妥善处理产品运输问题。除了发布给卖家负面评价的理由外,与负面反馈评价相关的文字评论还可能包括对卖家的直接谴责,例如买家明确声称卖家是骗子,并警告其他买家小心卖家。我们将这些行为统称为买家对卖家的谴责。这些谴责对卖家的声誉有很大的负面影响。在本研究中,我们使用相关分析和逻辑回归来研究促使买家谴责卖家的因素。我们发现,在买家发布负面评价的三类原因中,卖家对买家的恶意欺诈行为和可能受卖家控制的因素更容易导致买家谴责卖家,而不可能受卖家控制的因素则不容易导致买家谴责卖家。此外,买家强烈的负面情绪也更有可能导致他们谴责卖家。本文讨论了这些发现的管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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