آنالیز روابط بین مرور آنلاین و خرید آنلاین بر اساس تکنولوژی پلتفورم B2C The relationship analysis between online reviews and online shopping based on B2C platform technology

1 Introduction The slow global economic development make the overall e-commerce market get down. Survey data show that China’s e-commerce market trading volume reached 8.1 trillion RMB in 2017, which show a sign of recession [1]. At terms of market structure, online shopping has exceeded one trillion RMB in 2017, which increase of 20% than 2016 [2]. The 2017 year is the most important year for the application of B2C model in China, so the B2C platform will promote the growth of online sales. At present, the main domestic B2C platform is that Dangdang, Amazon and Taobao, which make B2C platform from single mode to multiple magic changes. In addition, many emerging B2C platforms emerge one by another, such as Jingdong, Fanke, Red Kids, which is to further expand the number of B2C platforms in China [3]. These B2C platforms must face the rapid development of e-commerce market, soit change mode, especially the traditional home appliance sales companies, such as Suning, Gome and so on. The above analysis fully said that the domestic market is increasingly competitive B2C, which show a white-hot situation [4]. The vitality of online shopping is B2C platform insuf- ficient, which makes consumers do not need physical store shopping, and product purchase directly through the network. The vitality greatly improving the convenience of shopping, which make consumers cannot experience the appearance, texture, consumer need to rely on online comments to get the corresponding credit value [5]. This shows that online reviews are consumers of online shopping trust, and promote online shopping behavior of the main factors. Online reviews not only reduce the risk of buying, but also enhance the product’s sense of trust, and promote better development of the B2C platform than before. Online reviews have become one of the main means of online purchasing behavior, which make many B2C platforms attach great importance to its development [6]. Network survey data show that 61.7% of consumers will rely on online reviews to buy products, 57.8% of consumers rely on relatives and friends recommended to  buy products, 67.2% of consumers rely on TV ads to buy products, which is as show in Fig. 1. This shows that online reviews become the main means that trust established B2C platform, the impact of consumer buying behavior is very obvious. Therefore, online virtualization can be compensated by online reviews, which can promote better development of B2C platform [7]. In summary, domestic scholars have in-depth study on the B2C platform for online reviews online purchase behavior, and form the theoretical system. However, domestic scholars mainly focus on website credibility, commenter’s professional competence and commentator’s reliability, ignoring the content of online commentary. Although some scholars study the contents of online reviews, they only analyze the quality of reviews, the number of reviews, and the strength of reviews, and lack the targeted practical analysis [8]. This paper rely on the above reasons to conducts an in-depth study on the impact of online reviews on online shopping behavior in B2C platform, which analyzes the contents and methods of reviews, and analyzes the results of online reviews on online shopping behavior through empirical analysis.