Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)

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Research on Response Strategies of O2O Take-Out Platform Merchants Based on Eye Tracking Experiment

Authors
Shengchun Ding1, Yilin Wang1, *, Linlin Hou1, Yue Zhang2, Jingyao Cai3
1School of Economics and Management, Nanjing University of Science and Technology, Nanjing, China
2Department of Accounting and Information Systems, Northridge California State University, California, USA
3School of Computer Science and Engineering, Nanjing University of Science and Technology, Nanjing, China
*Corresponding author. Email: yilinwang@njust.edu.cn
Corresponding Author
Yilin Wang
Available Online 10 November 2022.
DOI
10.2991/978-94-6463-005-3_4How to use a DOI?
Keywords
merchant responses; negative reviews; service remedy; eye tracking experiment
Abstract

This paper explores the different types of negative comments on an O2O beverage takeout platform to find the types of replies consumers pay more attention to and the types of remedies better impacting on consumers’ opinions. This paper employs eye tracking system to capture the eye movement trajectory and the fixation point of experiment subjects. By analyzing the sight fixation time, the initial sight fixation time and the number of sight fixation in the region of interest, it can be concluded that consumers pay more attention to the replies by the merchants to offer apology and compensation for negative comments based on objective quality and attributes of such comments. For the negative comments based on subjective experience and emotional judgment, consumers are more concerned about the explanation in the merchant replies. Combined with the results of the experiment, this paper puts forward corresponding strategies for dealing with negative comments, so as to enable firms to carry out effective online word-of-mouth marketing and establish and maintain a good corporate image.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
Series
Atlantis Highlights in Engineering
Publication Date
10 November 2022
ISBN
10.2991/978-94-6463-005-3_4
ISSN
2589-4943
DOI
10.2991/978-94-6463-005-3_4How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shengchun Ding
AU  - Yilin Wang
AU  - Linlin Hou
AU  - Yue Zhang
AU  - Jingyao Cai
PY  - 2022
DA  - 2022/11/10
TI  - Research on Response Strategies of O2O Take-Out Platform Merchants Based on Eye Tracking Experiment
BT  - Proceedings of the 2022 3rd International Conference on E-commerce and Internet Technology (ECIT 2022)
PB  - Atlantis Press
SP  - 26
EP  - 34
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-005-3_4
DO  - 10.2991/978-94-6463-005-3_4
ID  - Ding2022
ER  -