90.6% of respondents will first look at product reviews when shopping online

  66.5% of respondents judge the authenticity of the product evaluation based on the content and clarity of the actual photo

  Online shopping is becoming people's daily consumption mode.

Many people check other users’ reviews before shopping.

Commodity evaluation is an important reference for merchants’ credit. Scrutinizing positive reviews and compensated deletion of negative reviews will greatly interfere with consumer decision-making.

On the eve of March 15 this year, the Social Survey Center of China Youth Daily and the Questionnaire Network (wenjuan.com) conducted a survey of 2,036 respondents, showing that 90.6% of the respondents would first go shopping on e-commerce platforms. Looking at product reviews, 52.6% of the respondents said they would only look at the reviews in the current shopping interface, and 42.0% of the respondents would compare reviews of the same product on multiple e-commerce platforms.

66.5% of respondents will judge the authenticity of the evaluation based on the content and clarity of the actual photos.

  90.6% of respondents will first look at product reviews when shopping online

  When shopping on an e-commerce platform, 90.6% of the respondents will read the product evaluation first, of which 48.6% will read it every time, and 42.0% will read it most of the time.

Only 9.4% of respondents said that they rarely or never watch.

  Specifically, 52.6% of the respondents will only look at the evaluations in the current shopping interface, 42.0% of the respondents will compare reviews of the same product on multiple e-commerce platforms, and 39.7% of the respondents will view the comments on the community e-commerce platform. When viewing related articles on commercial platforms, 34.7% of respondents would check others’ reviews on social platforms such as Weibo and WeChat, and 26.4% would check on the brand’s official website or App.

  Guo Qingqing (pseudonym), a doctoral student at a medical college in Nanchang City, said that she sometimes “plants grass” because of WeChat push or Weibo blogger recommendations (generally it means that someone recommends something and has a desire to experience or possess something-Editor Note) For a certain product, you will look at some relevant evaluations, and then compare the reviews on Taobao and Jingdong platforms, and then place an order on a platform with a more affordable price.

So her mobile phone is equipped with a lot of such software, which is convenient for horizontal comparison.

  Fan Bo (pseudonym), a lecturer at a university in Zhengzhou, said that he would only look at the proportion of good reviews on the shopping interface, and would specifically click on bad reviews, medium reviews or follow-up reviews. “Because I feel that it is more informative than good reviews. I don’t want to buy it anymore."

  66.5% of respondents judged and evaluated the authenticity based on the content and clarity of the actual photo

  "I feel that some bad reviews are quite real, especially those that reflect some quality problems or those that do not match expectations." Fan Bo once bought a storage bag and found that most of them were positive, but one bad review mentioned "Material It's thin, it's not like what it says in the introduction or praise."

After the arrival of the goods, it was discovered that the problem mentioned in the negative review did exist.

"Under the seller's repeated pleading, I resisted not making a bad review. But since then, I'm even less convinced of this kind of praise."

  Fan Bo will pay more attention to the proportion of good reviews, medium reviews, bad reviews, and follow-up reviews in the total evaluation.

And those with richer content, as well as the kind of default praise that immediately followed up the next day, he thought it was not credible.

  Guo Qingqing is more accustomed to seeing platforms that have more user experience and can see more product details.

"This will be relatively more authentic."

  How to judge the authenticity of product evaluation?

66.5% of the respondents based on the content and clarity of the actual photos of the products.

52.3% of the respondents based on the language and vocabulary of the evaluation.

  Others include: the video content and length of the product used (46.1%), the time after evaluation (44.5%), the length of the evaluation (37.6%), and the number of positive reviews in the comment area (38.7%).

  In this survey, post-00s accounted for 20.2%, post-90s accounted for 47.2%, post-80s accounted for 27.9%, and post-70s accounted for 4.3%.

  China Youth Daily·China Youth Daily reporter Wang Pinzhi, Huang Chong and intern Wang Ziwei