Research on Structural Equation Model of Online Shopping Review Willingness based on Consumer Continuous Participation
AUTHORS
Krishna Kokula,Association of Scientists, Developers and Faculties (ASDF) United Kingdom
ABSTRACT
This article takes consumers in online B2C e-commerce platforms as the research object and discusses the factors that influence consumers' continuous participation in online reviews from the perspective of consumer behavior motivation. Focusing on the user participation characteristics of the e-commerce platform commodity review system, in-depth investigation, and analysis of the factors influencing users' continued participation willingness are carried out. The model combines the expectation confirmation model with the basic characteristics of the e-commerce system. Based on synthesizing existing research, the application of the expectation confirmation model in the field of consumer behavior is expanded, and the motivation of consumers' willingness to continue participating in shopping reviews is explored. This article promotes the improvement and development of online review communities on shopping platforms to a certain extent, improves the continuous participation of consumers in online reviews of shopping, and provides practical guidance for the healthy development of shopping reviews.
KEYWORDS
Consumers, Continuous participation, Online reviews, User reviews
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