76.1% of respondents believe that the lower credibility of "Word-of-mouth" will make online shopping lose important references

In the field of online shopping, Word-of-mouth evaluation has always been an important basis for consumers to buy, and now the credit system has been damaged frequently. Not long ago, the Hangzhou Municipal Public Security Bureau joint Taobao announced, cracked the country's first "malicious Bad Evaluation Division" case. Malicious bad assessment, refers to buyers, peer competitors and other reviewers to give in the way of evaluation, to shop for property or other improper interests. At the same time, the "malicious Bad judge" disturbed the authenticity of word-of-mouth evaluation, some businessmen for the forgery "praise" is full of tricks.

Recently, the China Youth Daily Social Investigation Center through the public opinion China Network and Sina net to 2120 people conducted a survey shows that for the credibility of online shopping word-of-mouth evaluation, only 33.2% of respondents think the higher, 46% of respondents think generally, 18% of respondents bluntly "relatively low" or "very low".

Of the respondents, 48.9% of the people often online shopping, 34.2% of people sometimes online shopping, 12.9% of the people said very little online shopping.

64.6% of the people think that the current online shopping evaluation system is flawed

At the end of 2011, Zhang in Taobao's Day Cat Mall opened an online shop. Open Shop not long, an unidentified person called, said Zhang in the description of the product added "tail goods" this word, violates the rules of Taobao, asked him to hit the money to the designated account, or will be a complaint. Zhang rejected the request. Caller immediately threatened, to find more than 10 people together for malicious purchase, give a bad review.

Zhang told reporters that the novice sellers are not familiar with the provisions of Taobao, while the relative old sellers more value their reputation and reputation, is the malicious bad judge and malicious complaints Division's main "hunting target." "Now these people are often gangs, more dangerous. Many sellers are invested millions of yuan open shop, inevitably there will be poorer disaster-free ideas, leading to easy success of outlaws. Zhang said he was lucky to have escaped because he had been tough on the blackmail and had not launched an attack in the end.

In the survey, 40.7% of the people said that there are individual buyers malicious bad reviews, attempts to blackmail, resulting in online shopping word-of-mouth evaluation is untrue.

"Some Taobao shopkeepers will call the buyer to revise the difference and offer favorable conditions." "Mr. Yang of Changsha has received clothes that are not in conformity with the description of the goods, asking for returns, but the merchant asks him to bear the courier cost of the return." Mr. Yang was dissatisfied and received the goods and gave the business a bad rating. The next day business calls to him to change the evaluation, and said that will return 10 yuan. See Mr. Yang do not agree, the merchant said back 20 yuan. "Finally I echocardiography, the difference is rated favorably." ”

In the survey, 77.3% of the people said there is a seller in order to promote the image and grade, forged praise.

A netizen of public opinion Chinese net points out, some sellers will organize each other to clap goods and give each other favorable comment, or specially invite a person to carry on fictitious trade to brush prestige.

"This is a very common situation. Zhang said, online shopping, people can not touch the actual goods, only to see pictures and evaluation, rating and so on. "New entrants to the individual businesses do not have volume and praise, in the search rankings are also back." So they will let relatives and friends or special credit group to help, to create a quantitative praise and transaction records. ”

In the survey, 64.6% of the people think that the current network purchase evaluation system has loopholes, let people have space to drill, 50.8% of the people think that the net purchase evaluation system is single, leading outlaws to focus on this issue.

Lei, director of China e-commerce Research center, believes that compared with traditional shopping, word-of-mouth evaluation is more important and easier to be manipulated by buyers and sellers. "A bad comment will bring a great negative impact on the seller, so the seller will ask the buyer to revise the evaluation, the buyer will naturally want to gain benefits." This is likely to lead to consumers from the legitimate rights to the development of excessive rights, and even the breeding of malicious bad assessment and other extortion phenomenon. ”

Respondents still regard commodity word-of-mouth evaluation as the primary reference index for online shopping

In the survey, 76.1% of respondents said that the credibility of the "word of mouth" is lower, will let consumers lose important reference standards, 69.5% of people said it will lead to the credit crisis in the online shopping area, affecting the healthy development of the online shopping market.

Zhang told reporters, Word-of-mouth evaluation of business level, turnover and other indicators have an important impact. "The more praise the business, the greater the volume, the higher the level." Senior-level old shop, more can win consumer trust, get more trading volume, into a virtuous circle, and new businesses in all aspects of the weak, struggling. ”

November 2011, Taobao Small and medium-sized sellers in order to fight for trading opportunities, to the Taobao headquarters submitted a request for a book, which is "to abolish Taobao reputation evaluation system", which has been a lot of online buyers of the opposition.

According to the survey, the respondents still regard the commodity Word-of-mouth evaluation as the primary reference index for Internet shopping, and 38.5% chose this one. Other indicators of concern to respondents were: merchant level (26.7%), Turnover (17.2%), service quality (7.6%), merchandise picture (7.5%), etc.

"Although Word-of-mouth evaluation is not necessarily true, it is more reliable than other references such as pictures." Shandong Weifang People in the opinion that the business forged praise violated the consumer's right to know, but the abolition of the evaluation system to consumers more unfavorable. "The network buys the appraisal system to have the problem, mainly is because the platform website and the related department supervision is weak." ”

In the survey, 52.2% of the people believe that the current Web site management is lax, 48.1% of the people said the department of the lack of supervision of online shopping, 40.7% of the people said the e-commerce sector legislation lag, 39.1% of the People open shop access threshold is too low, audit lax.

"In the Electronic Commerce regulation, the existing legislation lacks the pertinence." "Zhejiang Golden Road law firm lawyer Zhang Yanlai that some shop false praise behavior violates the principle of good faith management, can be counted as unfair competition." However, there is still a lack of relevant judicial practice, even if the damaged businesses on the basis of this lawsuit, but also need to see how the judge to understand and use the law, will not be sure to win.

73.3% of the people suggested that the Web site to enhance access to business audit

"Online shopping for People's life has brought convenience, but now the online shopping environment needs to improve." "Ladies look forward to, there is a safe and honest online shopping environment, so that consumers feel at ease to shop."

In the survey, 46.9% of the people believe that the current online shopping integrity environment Generally, 35.3% of people think more honest, 16.2% of people think not too good faith.

How to perfect the credit system of net purchase market? 73.3% of the people suggested that the Web site to enhance the business access audit, and pay attention to day-to-day operational supervision; 71.2% of the people suggested that the relevant departments strengthen legislation and supervision, severely punish suspected commercial fraud, 56.2% of the people think the media should be timely exposure to online shopping fraud; 54.1% People think that ordinary consumers should consciously abide by the credit evaluation of the bottom line.

Lei that the commodity evaluation system should be diversified. On the one hand, the object of commodity evaluation should be extended to the platform, Courier, manufacturers, etc. into the evaluation system; On the other hand, the evaluation index should not be limited to the quality of goods and store services, but also include packaging, express speed, web design, marketing activities. In this way, consumers can more fully understand the goods and operators, give a more comprehensive evaluation. When problems arise, clear responsibility and deal with them fairly as soon as possible.

"Improve the relevant legislation, clear the rights and obligations of both parties, to guide the healthy development of the online shopping market." Zhang Yanlai told reporters that the Ministry of Commerce and Trade and Industry Bureau have already drafted the network retail Management regulations and the network Commodity Transaction and service supervision and administration Regulations, the Expert Group submitted the draft to involve the net buys the Prestige appraisal. As a new trading model, internet shopping has the characteristics of anonymity and small amount, among which disputes cannot be solved by investigation, prosecution and other methods. "To ensure the integrity of online shopping, but also need trade associations, consumer associations, media, etc., to achieve multi-level e-commerce multi-level supervision." The