The third-party comment website refers to an exchange platform that provides free interaction for the general public, comments on the consumption experience of life or cultural goods from a third-party perspective, and classifies and integrates related evaluations. Compared with traditional media forms, this media effect, which is formed through extensive participation of users, has changed the top-down single-line communication mode of traditional media through professional editing, and formed an interactive communication mode with low threshold production and multi-angle display.
The value of media content lies in that it can help people with the same social action ability to understand the objective situation and even make decisions and put them into practice. Therefore, from the analysis of media value, we can sum up three characteristics of the review mode: aggregation effect, group classification and auxiliary decision-making.
(1) aggregation effect
The content of the review mode is generated by users who have experienced relevant consumer services, and objectively and accurately reviews the service process based on their own consumption perception. These contents will affect their consumption decisions after other users read and browse.
In this process, users become opinion leaders to a certain extent, and endorsement based on trust for the same product or service can attract relevant users. Moreover, from the perspective of content production, the censorship mode essentially expands the breadth of content. When the user's comment base is large enough, based on the law of large numbers, eliminating a small amount of deviated data can well reflect the authenticity of the service. In the process of realizing this value, the review platform only needs to provide a display platform for users and classify the content.
When the service consumption information related to all aspects of life is gathered on the review platform, the platform will become the entrance for users to obtain consumption information, and more and more users will enter the consumption process through the review platform. At the same time, when more and more users come into contact with the comment platform, they are likely to publish their own consumption information on the platform. Based on the bilateral and two-way promotion of the review market, the accumulation of review content and the gathering of review users present a first-Mover advantage phenomenon: the core value of the review platform is developed earlier, and it is difficult for latecomers to directly incite this market for the review content and the participation of review users accumulated on the platform. In addition, the overlap between users of comments and users who read comments, based on the concept of value exchange, can effectively stimulate users' sharing motivation.
The core point of platform gathering users is to provide platform review information. At present, with the increase in the number of comments on the platform and the enhancement of the influence of comments, the comments on the platform mainly include: the proliferation of false information.
Therefore, in order to solve this kind of problem, the usual solution of comment platform not only strengthens the manual and technical review of comment content, but also introduces two evaluation dimensions: friend relationship chain and time dimension.
From the introduction of friend relationship chain, users can introduce their own qq friends on the comment platform and transplant their friends to the comment platform. In this way, the comment information between friends will be discovered by the other party first, and the platform can filter out possible false information outside friends through the trust relationship between friends, thus improving the authenticity of the comment content. For example, the friend consumption review platform: rice book. The platform only receives restaurant reviews from friends, and promotes and digs the value of reviews through social relationships, thus achieving more accurate and higher conversion rate.
From the introduction time, users can instantly see the current consumption heat of the store on the review platform, and regard the user's consumption behavior at this moment as a part of the review content, thus eliminating the possibility of deliberate false reviews by merchants. Take Alipay's word-of-mouth network as an example. The biggest difference between the newly launched "popular eye" and the original function is that it shows "real-time popularity". The popularity score displayed on the product page is mainly calculated based on Alipay's real-time transaction data, and will be dynamically updated in the dimensions of comprehensive amount and user evaluation.
(2) group classification
As an accurate label, the classified information of the review platform can accurately judge users' interests and hobbies according to their browsing records, review contents and other data. In this way, users of the platform will change from mass users who have nothing to do with communication to close online groups based on the same interests. This type of group will further encourage users of specific categories to produce high-quality comments and enhance the credibility of the content.
Often such users have the same behavioral interests and strong consumer demand, and the review platform can launch new services based on user mining. For example, on the platform of Little Red Book, which started as an overseas shopping community, users share their experiences in using good goods bought overseas, attracting female users who also love overseas high-end goods. Users' satisfaction in sharing and gain in browsing urge users to share their experiences continuously. The platform found that many users tend to gather comments under certain product content, showing their enthusiasm for buying such products. As a result, the platform transformed from community to e-commerce, and targeted sales were carried out based on discussion hotspots within the community, forming an explosion model of not selling first.
(3) Decision support
In consumption decision-making, browsing comment information is in the stage of pre-consumption consideration. The two values of comment information are: first, providing real consumption information and contacting users with the same consumption experience; The two major values of the review platform are to gather users with functional consumption experience and preserve users' instant consumption experience for a long time.
The importance of review information is especially manifested in the experiential service with low consumption frequency and high customer unit price (that is, high trial and error cost). The appearance of comment platform will prompt service organizations to change the traditional advertising sales model and pay more attention to the guarantee of service experience for each user. Of course, low consumption frequency means that the cumulative amount of comment content will not be much, and high customer unit price means that the reference value of comment content is not high.
Judging from the effect of comment-aided decision-making, the consumer comment mode in local life field is more common and has become the standard of almost every product. However, the proliferation of review content means that the value of review content for consumption decision-making is also greatly reduced.
However, in areas where consumption decisions are more prudent, such as weddings and tourism, the effect of directly embedding the audit model is not obvious. However, many products jump out of the comment mode and help potential users make consumption decisions by stimulating users to provide similar content.
In the field of wedding, such as wedding ceremony, the early wedding ceremony started with tools and formed a community. Before marriage, couples can send invitations with photos and invitation videos to relatives and friends. When getting married, relatives and friends can participate in the graphic interaction about the wedding in the application and record the wedding in the form of crowdsourcing. After marriage, the couple or guests can generate pictures and text scrolls for subsequent sharing. Therefore, the wedding ceremony records the wedding of the couple by crowdsourcing relatives and friends, influences the relatives and friends who have the trust foundation and potential marriage needs from the couple, shows the real service level of the service provider with the real wedding situation of the user, and reduces the decision-making cost of the user and the promotion cost of the service provider.
abstract
To sum up, we can see the closed loop of the review mode from the characteristics of the review mode: aggregation effect, group classification and auxiliary decision-making. Aggregation effect gathers enough users with enough content on the platform, and can combine the platform technology analysis to classify the user groups and form groups with the same characteristics. Groups with the same characteristics can strengthen the aggregation effect of the platform, attract users to settle in and motivate users to generate content. The final group ownership, content classification and technical analysis provide valuable decision-making reference for potential consumers.