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/).

Download article (PDF)

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  -