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Taobao's "medium and poor evaluation" is gone and online shopping evaluation system is really important

via:CnBeta     time:2020/10/18 19:39:32     readed:68

From the perspective of market rules, if there is no efficient mechanism for survival of the fittest, there will be a reverse cycle in which bad money drives out good money. The "medium poor evaluation" is not only the evaluation standard of consumers for store service, but also the platform needs to identify and screen bad currency and improve management efficiency. According to reports, at the end of September this year, Taobao's personal store evaluation system replaced the "poor evaluation" with the label of "feeling bad", which left many buyers at a loss, while individual shopkeepers believed that they could protect the interests of small and medium-sized sellers.

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Just the seller did not happy for long, Taobao in October will be "bad comments" quietly restored.

9月末,淘宝客服表示中差评被收纳在“感受不佳”标签里。图据中新网

At the end of September, Taobao customer service said that bad comments were included in the "feeling bad" label

Around the "medium poor evaluation", some stores and consumers have different feelings. Due to the previous "medium poor evaluation" refers to the positive rate of the store on Taobao platform, which affects all kinds of income, therefore, the shop owner naturally does not want to have the medium poor evaluation. Some store operators also believe that if consumers give "moderate or bad comments" based on one-sided feelings, or even some people maliciously "comment poorly" for some purpose, they will have a serious impact on themselves.

However, consumers want to have a convenient and intuitive option of "medium poor evaluation". The reason is that some stores will take "brushing" and "water army" to protect their own interests. Once there is no medium or bad evaluation, the information reflecting the real intention of consumers will no longer exist, and consumers will lose this important means of safeguarding their rights.

Recently, some media found that Taobao's "medium and poor reviews" came back in October. The only difference is that "medium and poor reviews" have changed from separate display to combined display. Flagship stores do not display "medium and poor reviews", and "medium and poor reviews" in individual stores are combined. From this point of view, in the balance between consumers and stores, the platform is still exploring. In fact, an open and transparent credit evaluation system not only helps to protect the consumer group, but also helps to make decisions based on more comprehensive evaluation information, so as to avoid falling into traps to the greatest extent, but also helps the e-commerce platform to manage the store service more effectively. After all, from the perspective of market law, if there is no efficient mechanism for survival of the fittest, there will be a reverse cycle in which bad money drives out good money. The "medium poor evaluation" is not only the evaluation standard of consumers for store service, but also the platform needs to identify and screen bad currency and improve management efficiency.

What's more interesting is that, as reflected by some businesses, the link conversion rate of their stores has decreased compared with usual during the period of canceling "medium poor evaluation". "The buyer didn't know that the review area was revised. After a tour, they couldn't see the medium and bad reviews. They suspected that our high praise was brush. Finally, they went directly to the flagship store to place an order." Some consumers are faced with too many "favorable comments", but they can not see the "medium and poor evaluation". They will lose the multi-dimensional information supply, and can not make a judgment on the store's products and services, so they can only choose to give up. It can be seen that the existence of "medium poor evaluation" is actually the result of the game among consumers, stores and platforms.

The return of Taobao's "medium poor evaluation" also draws on the relevant experience of other platforms before, such as from the previous extensive "poor evaluation" to providing more detailed standards, so that users can more targeted comments on the specific problems existing in the store. In this way, it will not only reduce the probability of "erasing" the overall image of the store due to single problems of products and services, but also enable other consumers to know more about the problems existing in the stores. The stores that really pay attention to the quality of products and services can also improve according to the problems pointed out by consumers.

According to reports, some sellers consulted Taobao officials and got a reply that they need to wait for market feedback to determine the way to display comments. In fact, as consumers, it is not the most important whether the "medium poor rating" should exist permanently, but it is essential to ensure a real, transparent and comprehensive credit evaluation and management system. For Taobao and other e-commerce platforms, how to more effectively control the "control comments", "brush posts", "water army", "malicious bad comments" in store evaluation, and constantly reduce the positive and negative reviews made by people, is related to the maintenance of the quality of the evaluation system, and to avoid consumers being misled by false evaluation.

In fact, because of the asymmetric information of online shopping, consumers are more likely to encounter some false information, not only the evaluation system, but also the serious discrepancy between commodity pictures and objects, which has caused damage to the rights and interests of consumers. E-commerce platform should strengthen the strict management of all kinds of information fraud to prevent the spread of information fraud. Otherwise, consumers to the "poor evaluation" not only point to the store, more directly to the platform.

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