Proceedings of the 5th International Conference on Social Sciences and Economic Development (ICSSED 2020)

How Question and Answer System Affects Sales of Taobao Stores

Authors
Li Wang, Qingpu Zhang, Zuolong Zheng
Corresponding Author
Qingpu Zhang
Available Online 2 April 2020.
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/).

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Volume Title
Proceedings of the 5th International Conference on Social Sciences and Economic Development (ICSSED 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
2 April 2020
ISBN
978-94-6252-946-5
ISSN
2352-5398
DOI
10.2991/assehr.k.200331.067How to use a DOI?
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  -