Cluster Computing

, Volume 22, Supplement 2, pp 3365–3373 | Cite as

The relationship analysis between online reviews and online shopping based on B2C platform technology

  • Fagang HuEmail author


With the continuous development of e-commerce technology, the online shopping volume of Chinese consumers has been increasing year by year,which will rapid development in the future. The emergence of B2C platform allows consumers to exchange shopping information online, which making shopping easier. Online reviews belong to an online sales tool, which influences the shopping behavior of consumers by commenting content, and becomes the main influence means of online shopping. This paper based on the B2C platform technology; take the online review content of Jingdong Mall in 2017 as data, which in order to study the relationship between shopping behavior and online review through classification, sorting and assignment. We based on the conceptual model to propose six research hypotheses, and conduct questionnaires and interviews. The 200 questionnaires were distributed, and 192 valid questionnaires were obtained, the overall effective rate is 82%. The results show that economic-related comments, service-related comments have a significant impact on the online shopping behavior.


B2C Online shopping behavior Online comment 



Project supported by Anhui Provincial Department of education of Humanities and Social Sciences project “under the background of new urbanization in rural areas of Anhui province network consumption and enhance the ability to release (SK2015A564)”; Current situation and Development Countermeasures of small and medium enterprises in Anhui province project “of Anhui Provincial Department of education of Humanities and Social Sciences (SK2016SD64); Study on the consumption behavior of rural network in gold project” start the Suzhou University (2015jb03) “; Research space of modern service industry in Anhui province and Anhui province agglomeration organization mode of philosophy and social science project” (AHSKY2015 D41) “; Suzhou University School of cultural research. The study of the psychological mechanism of university cultural identity on College Students’ professional moral decision (SK2015A189).


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© Springer Science+Business Media, LLC, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Commercial CollegeSuzhou UniversitySuzhouChina

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