How Question and Answer System Affects Sales of Taobao Stores
- DOI
- 10.2991/assehr.k.200331.067How to use a DOI?
- Keywords
- Q&A system, reviews, user-generated content, electronic word of mouth, electronic platform, online sales
- Abstract
Q&A system is a new kind of user-generated content and a new form of electronic word of mouth. More and more electronic systems have adopted Q&A system to provide customers with more information. However, as Q&A system is a new emerging system, little literature has studied how Q&A system affects stores’ sales. What’s more, since Q&A and customer reviews are both user-generated contents, the different effects between them remain unclear. This paper based on Taobao platform, takes earphone as an example, exploring how Q&A affects stores’ sales and how Q&A affects the effect of reviews on sales. We found that Q&A and reviews separately have positive effects on sales. However, if a store has both reviews and Q&As, reviews have no significant effect. Q&A will decrease the impact of good reviews and increase the impact of bad reviews on sales. Our findings provide important practical implications for online stores.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Li Wang AU - Qingpu Zhang AU - Zuolong Zheng PY - 2020 DA - 2020/04/02 TI - How Question and Answer System Affects Sales of Taobao Stores BT - Proceedings of the 5th International Conference on Social Sciences and Economic Development (ICSSED 2020) PB - Atlantis Press SP - 317 EP - 320 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200331.067 DO - 10.2991/assehr.k.200331.067 ID - Wang2020 ER -