Abstract

With the rapid development of online wholesale platform, and its urgent need to build up the online rating system, text comments have attracted high attention. With the adoption of the content analysis, the text comments of aliexpress.com are coded into nine categories, and 29 sub-elements, covering contents of transaction process, quality, pricing, service, logistics, seller trustworthiness, subjective favorites and behavioral intentions. Simple frequency analysis and regression analysis are adopted to further dig out the inherent implications. It is indicated that online wholesalers use objective comments as well as subject sentences, and tell about the average and also the details. The most important is that dimensions like product quality, transaction process, overall service, overall logistics and product favorites are those that can arouse positive and negative emotions. Consequently, component rating systems are suggested to be designed, and with certain revisions. Opportunities to open up the evaluation of detailed elements and subjective feelings are also appealed.

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