Modified Internet reputation: An electric dealer's website evaluates to the emperor's New Clothes

Modified Internet reputation

How do you make a choice in the face of a dazzling array of products on the Internet? It is the choice of many netizens to look at the evaluation decision. More than 85% of people in the Internet survey also show that when they implement online buying, more than 80% of people will be affected by the user's evaluation.

But are these evaluations highly credible? Is the rumor that the "bad comment is modified" is true? TechWeb the January time to the Electronic Business site user evaluation conducted a survey interview, please pay attention to TechWeb series of reports.

Bad reviews

The following is a typical case.

Xiao Jie (alias) is a 26-year-old girl from Shanghai Jingan, who has been keen on online shopping, E-commerce site is a frequent customer, this July she in Jingdong Mall for boyfriend bought a flying branch brand razor, the price of about 30 yuan, from the next single to the inspection, a total of five days, the small orange jokingly dubbed this is "the history of the longest online shopping." Since then, she has never been to Beijing east, the root cause, small orange blunt, "razor is difficult to use, the boyfriend said that the root shave not to cut off the beard, their own at that time to the difference one weeks after the magic turned into praise, so, decisively give up Jing Dong."

In the evaluation of the goods purchased, the oranges chose to evaluate the difference.

"It would have been very angry to have bought something bad, also want to see if there are people like me to buy a bad use of things, the results see their own evaluation has been modified even more gas, to call Jingdong customer service, they give me the answer is customer service operation error. said the small orange.

(Note: The comments have not changed, but the original difference has been revised)

In the interview process, the small orange Word lets the person be impressive, "actually Jingdong is like a big Taobao shop, also does not accept in the appraisal and the Difference appraisal".

"Evaluation door" is not a case

is the small orange modified credit rating, in the end a case or a general phenomenon? According to TechWeb's survey: It's no coincidence. Over the past one months, TechWeb has contacted not less than 10 consumers, sorting out their situation you will find:

Their evaluations have been altered to varying degrees.

Involved in the site including Jingdong, where guests, when, Taobao and other domestic first-line electric business website

Products include electronic products, food, clothing and so on.

These users are from Beijing, Shaanxi, Shanghai and Hangzhou respectively.

The earliest time was the beginning of last year, the most late this August.

Most users expressed strong anger over the revision of the review, but most did not choose to complain, but only chose to publish it on the Web or on Twitter. In Beijing, Ms. Lu and Mr. Song of Shaanxi chose to complain to the mall, complained that the phone was constantly pushing the ball, finally by the customer service director gave a "wrong operation" explanation on the end.

Electric Business Latent rules

An insider told TechWeb: "The revision of the comments is not present." In the industry is also regarded as a latent rule, if the source words should be the earliest waiter Taobao Taobao on the body.

"But that's the Consumer-to-consumer website, with lots of businesses." Interests are also complex, so it is more difficult to control. But different, the product of the production and supply and marketing are their own, evaluation is in their hands, if still appear to modify the evaluation of the situation, it can only explain that this is the subjective behavior of the merchant. The industry believes.

TechWeb specifically interviewed a number of business sites, they have made it clear: businesses do not modify the power of user evaluation, even if there are problems can only be negotiated.

But what is the truth?

An electric dealer employee told TechWeb the internal operation flow of the electric business enterprise.

TechWeb: Does the electricity merchant website allow to modify the user evaluation?

A: According to the regulations, no employee is allowed to modify the user's evaluation. This provision has been strictly adhered to in the early stages of the development of the electricity business. But with the advent of the electrical business, some changes have taken place.

TechWeb: What will change the user comments?

A: Because the logistics system can't keep up, often the user can not receive the normal situation, these users will choose to use a bad rating to express their dissatisfaction, and this will directly affect the reputation of the site, while the performance of the operating department brings pressure, so some sites gradually relaxed on this part of the evaluation of management standards.

If it affects the reputation of the site, or because the user is not aware that the transaction process affects the user's receipt, that is, usually the small white user, the administrator will revise their evaluation.

TechWeb: Who has the right to revise the comments?

A: Initially, this decision will be placed in charge of the department, and then with the increase in number, many of the site's ordinary administrator also has the right, the difference is only: large regular electric power website in the revised general will do the registration, and small site as long as users do not make the past.

TechWeb: Will all the bad reviews be revised?

A: Of course not. will allow the difference rate to be kept as much as possible within a percentage. Although there is no assessment indicators, but high after all, let the leader see not good-looking. Generally will choose has been a period of time of the difference assessment to make changes, so the general gas has passed, and no one is staring every day. The words are more extreme, very angry users generally do not dare to change, these people more dispute, easy to complain. It could be a complaint.

TechWeb: What if we find out?

A: Generally found, even if found, customer service will try to appease, after all, the consumer's goal is to solve the problem, generally said that the past, really for this matter to the consumer I have not met.

TechWeb: Are you under pressure from manufacturers?

A: I haven't met this one. However, this is not ruled out.

Instead of "Emperor's New Clothes", he broke his wrist.

User evaluation can not be changed? Who should control the change? This is the problem that the two electric dealers must take seriously now.

Many people who do e-commerce understand that the revision of customer evaluation is absolutely a "restricted area" of e-commerce, because user evaluation is not only an evaluation, it is the core content of E-commerce credit system. Whether it is Taobao, such as the electricity business platform, but also people such as the consumer mall, are clearly stipulated that the merchant did not modify the power of user evaluation, even if there are problems can only be negotiated solution.

Senior analysts in the industry believe that "misoperation" such a clumsy excuse, more let consumers angry, rather than cover up generous recognition. It is hoped that the electric business enterprises can face the crisis of sincerity and sincerity and reflect their own practices in order to regain the recognition of the industry and the trust of consumers. (Author: liqing editor: Yu Feng)

Comments on the revision of a certain electrical dealer responsible for TechWeb reply

1, the general appearance of what kind of situation, evaluation will be modified or deleted?

A: The comments contain sensitive words, such as verbal abuse, defamation, politically sensitive words will be modified, advertising and other content once the occurrence of the deletion, the other content basically do not make changes.

2, modify the process is what, the administrator, the authority of the person can do a large degree of modification, whether there will be a record, for approval?

A: Review reviewer that has the right to modify and delete, currently do not make a distinction, at the same time there is no approval process and record, but strictly in accordance with the site published comments rules for audit.

3. Is it common for sellers to ask for changes?

A: The situation of modification or deletion of comments is very small, basically keep the original comments, in the negative comments will have a corresponding customer service staff to answer.

4. Which brands are most valued for evaluation?

A: The evaluation of the more important than the brand, but the category, the current digital category for comment on the highest degree.

5, whether there has been a relatively large event. If the user found that the evaluation was modified, and complained, generally how to deal with?

A: There are no complaints about deletion and modification of user comments.

The evaluation of Taobao promotes an industry

In China to talk about E-commerce to avoid Taobao, it is Taobao evaluation system and Alipay payment system to establish the first e-commerce environment in China, on this, the user integrity can be established, e-commerce transactions, such as the sun-like transparent, but there is the shadow of the sun. Around the trading volume of the Taobao evaluation system, but also derived a variety of problems, in which, change Taobao evaluation of the most prominent problems, media exposure, Taobao official also severely hit, but still repeated, so gradually formed a comprehensive service, system operation of the gray industrial chain.

According to the TechWeb survey, and independent electric operators can modify their own customer evaluation is different, Taobao businessmen encounter in the middle, the difference, if not be malicious evaluation of the full evidence, through complaints to change the user evaluation more difficult. Therefore, Taobao merchants generally through the third party to make changes, resulting in two of emerging occupations, on behalf of the change, the "delete the difference" and specifically to malicious evaluation as a means to blackmail Taobao business professional "bad judge." Among them, the latter is the most harmful to Taobao merchants. According to the horizon of a senior Professional assessment division of the material, their monthly income is as high as tens of thousands of dollars, the number is considerable.

And for the professional "delete the difference Assessment Division", it is revealed that there are three ways to eliminate the difference for customers. One is to Taobao complaints against the buyer malicious bad comments, through the forgery of evidence to make Taobao customer service personnel believe that the content of complaints, such as the new application Taobao account disguised as "bad judge" to go and be rated by the difference ID Chat, manufacturing the necessary evidence. One is through the anonymous and the evaluation of the people to communicate, from temptation and even harassment, forcing them to revise evaluation. Another is through the so-called Taobao insider operation, this method is not high credibility.

In general, "delete the difference" and "bad Judge" is often a nest of snake rats, they come from the same "bad rating studio", a special to the evaluation, a special contact you to change the rating. Even if it is not premeditated, it is easy for them to form a community of interests before the interests of their peers care. For instance, you are the business, the poor evaluation of the division, you go to the Baidu Evaluation Studio Delete, they accept you 200 yuan, you are willing to give, they will go to contact the other side of the evaluation division, indicating identity, profit equally, so, your 200 yuan they divided up.

Ma Yun said that China's online integrity is the most critical issue, if the integrity is not resolved, nothing can do, integrity is China's e-commerce only must pass the bridge. Rely on the network payment credit system in many ways to improve, China's e-commerce has gone through the beginning of the "Log Bridge", but the road is still rugged, when there are potholes, whether it is Taobao or independent electric business, have the obligation to bidet self-discipline, strengthen management, cherish as the electricity quotient of the "good faith" construction.