User Experience Research: the design of web shopping platform review system

The application of the commentary is everywhere, on the news, the article simple evaluation or support objections are very common, but in the value of the comment on the number of consumption reviews the highest, these comments will directly affect the consumption of others, related to the economic interests of businesses, online shopping evaluation, shop consumption evaluation has infiltrated in various types of sites.

The application of the commentary is everywhere, on the news, the article simple evaluation or support objections are very common, but in the value of the comment on the number of consumption reviews the highest, these comments will directly affect the consumption of others, related to the economic interests of businesses, online shopping evaluation, shop consumption evaluation has infiltrated in various types of sites.

What is the role of the consumption evaluation system to everyone?

To consumers: After consumption can be their own consumption experience is not good or bad writing to share to other users for reference, but also to the merchant to make suggestions;

For potential consumers: other users can make a rational judgment on the goods/services based on the existing consumption comments and decide whether or not to choose;

To the merchant: can see the user's appraisal, the suggestion, discovers own question, the improvement product service quality, is equivalent to has done the market investigation and has accumulated the word-of-mouth;

To the website: through the comment lets the user interact with the merchant, enhances to the merchant and the Consumer Information service quality, the enhancement website stickiness, consummates the information;

Consumption evaluation system in foreign countries:

The Life Information Search service platform, which is representative of Yelp, has a sound evaluation system, and has a very high level of user participation, most users have written a detailed consumption experience, participation in scoring, add pictures and so on, and can get other users of the vote, the reference value for potential consumers is very high.

Consumption evaluation system in China:

Taobao and Word-of-mouth, reviews, Puga and other sites on the business page set up a consumer comment system, Taobao for the evaluation of a single transaction, Word-of-mouth, reviews mainly catering industry to evaluate and have their own characteristics of the evaluation system, while the Puga for various industries have different evaluation methods, but these sites in addition to Taobao, Evaluation system of user participation is not high, far from the foreign level or even not to their own tone, in the following analysis;

Status of domestic evaluation system:

In addition to Taobao, the evaluation system of other websites in China can not operate well, it needs to collect the evaluation information by itself and even make the evaluation to perfect, although it has some reference value to the consumers, but it will be misleading. Some websites to maintain or develop the evaluation system, All need to be guided by rewarding activities to engage the user in the evaluation action.

Where is the difference between domestic and foreign users? Domestic users often do not think of a common consumption experience in a place to express, but if it is a bad experience, the user will need to find a place to vent, the evaluation of the entrance is used, which is why in the review review most of the complaints, but few praise, Even to close the evaluation function of departments such as government agencies, to avoid becoming a way of complaining, reporting, petitioning, but the domestic user is very easy to be encouraged, only need to add some valuable incentive measures in the evaluation system, or can stimulate the evaluation, although this is not what we are willing to continue to do;

Why can Taobao's evaluation be done? Its complete relationship with a single transaction becomes a step in the transaction, this makes the vast majority of users will follow its natural walk, but the most fundamental reason is the evaluation system itself, its direct relationship with the seller and buyer's credit, and credit has become a buyer's important reference indicators, which makes the business to the rating of the highly degree But besides the evaluation index, the participation degree and the importance degree of the other scores are very low, and they are willing to knock a useful evaluation text for a few users when scoring;

Back to the online consumption evaluation system: evaluation is not a step in the transaction, you do not need to know the existence of evaluation, even through the praise of other users to go to consumption, after the consumption is difficult to think back to write the evaluation, to other users a real reference.

How is the evaluation system going to go forward?

Continue to be crawled and fabricated by artificial or technical techniques? This is the Internet companies to invest their energy and create a bubble, only as a guide, not sustainable development;

By rewarding development? There is no value to reward users do not want to participate in the value of the rewards of the participation of many users to reward, it is not easy to develop evaluation habits;

However, the content of the evaluation of the site to improve the quality of information, interactivity and the reference for other users is very significant, need to continue to do! To analyze:

Users need to judge whether consumption through evaluation, the site needs to be evaluated to generate interaction, and offline consumption evaluation of the object is mainly business, business is not easy to change and the number of more stable ... According to these characteristics, whether can be based on various types of information to organize a set of evaluation methods, then let the experienced information staff selected from the comments of the value of the 1-3 comments highlighted, as the basis for other user consumption reference, can even have no reference to the business shop visits, by the salesman wrote down with reference value of the comments, The timeliness of these comments does not need to be very high, has been shown can be, other users can also participate in the evaluation, good evaluation can also be selected, general evaluation or no user participation will not affect the evaluation system; The advantages of doing this are: early human investment will be slightly increased, sorted out some fixed evaluation, do not need to care too much about the user's participation, continue to develop according to the existing evaluation methods, and slowly cultivate domestic users of the evaluation habits, and the selection of comments on the value of consumer participation has been greatly improved, Users no longer need to see a lot of pages of evaluation, see more but can not make a reasonable judgment, see the selection of comments in a very short period of time to achieve the goal.

Commenting on the current offline consumption, also not because of a good reputation on the internet or bad reviews to the business bring direct economic impact, so the importance of business is not high, you can not consider the side of the merchant, first from the consumer side start, to participate in the evaluation of users need to reduce the threshold of evaluation as far as possible, But the index also needs to be able to have reference value to other users, marking, writing impression is a low threshold of evaluation, but also need to be combined with ratings, comments to produce value; Word-of-mouth new evaluation system in this respect do a good job, very attractive to participate in evaluation, the threshold is not high, but the quality of the comments is very low, although the impact of the interaction, But the reference value is affected ...

Consumption evaluation system is only one of the application of information, but its importance has been attached to the relevant sites, and the same life service information industry, it has not a bright road to go, we need to constantly explore and improve, out of a suitable situation for the development model.