It's time to stand up, say "no" for the praise of this screen

Edit Introduction: For a period of time, the donkey lips did not face the imitation water army comments of the horse mouth in the comment areas of various products, because some netizens were dissatisfied with the commentary area of ​​the water army. Use the way to imitate the water army to remind other users of the comment area unreal at all. From it, we can also see consumers' dislike of the scroll of the navy, and let us think that in the face of false comments of flooding disasters, can the e -commerce platform watch on their sleeves? Let's take a look together!

Someone teased that the online shopping used to pick the genuine goods from the fake goods. Now online shopping is looking for real comments from fake comments. A large number of false comments made consumers dizzy. Many consumers screamed in the comment area and the water army returned!

The proliferation of false comments also brought a lot of netizens to reverse, so in the comment areas of many products, you can see many imitation water comments with no donkey lips. For example, the comments of the kitchen utensils: "I bought a box, the sensitive muscles can be used, and the child likes it." This is a kind of ridicule and helpless.

In addition, the ordering business derived from virtual comments has also become a means of online fraud. The usual routine of scam fraud is to allow victims to buy valuable goods on the e -commerce platform. After receiving and praise from the receipt of the goods, they will immediately refund the money and pay the commission, but it is often inseparable.

Some people may say that there are not scams to make orders, and they will really refund the commission. In this regard, the Anti -Unfair Competition Law stated that whether it is fraud or not, the order is illegal, and do not touch the red line of the law.

Swipe the order own legal sanctions

The proliferation of false reviews and the rampant of ordering, let us think about it, should the e -commerce platform carrying false comments be cracking down on this? In response to this question, we asked about discussions every day. Let's take a look at what the friends said ~

[Daily Q: Selected every week] No. 191: E -commerce platform, should you control false comments? The content of the article comes from @文 @阙 @文 @文 @ @文 文 @ @啵呲 @ @要 3000 @I don't want to raise fish @我 爱 儿 @花 文 文 文.

1. The impact of false comments

First, let's talk about the impact of false comments on the parties.

1. The impact on consumers

1) Active impact

In the scenario of online shopping, consumers can only judge through product descriptions and comments, and finally decide whether to buy. The product description only gives basic information such as the material and size of the product, and the picture is also refined. For consumers, just looking at the product description may not be able to make judgments. At this time, the comment became auxiliary information and provided consumers with a reference.

For example, when buying clothes online, most consumers will not just look at the reference size given by the merchant and the model of the model. Often, they will also go to see the seller show to judge the upper body effect of the clothes and the color difference. Finally, whether to buy it Essence

Fake comments bought by merchants are generally not bad. The comments are detailed, and the seller show is a rich reference material. There are seller shows with different scenes, different angles, and different looks as the supplement of the product details. This undoubtedly provides consumers with a lot of reference assistance information.

2) Negative impact

The proliferation of false comments has made online shopping more and more time -consuming. I remember when I first came into contact with online shopping, a friend taught me an online shopping experience. She said that when buying things online, we must learn to read comments. Like that kind of picture with several pictures and a large paragraph of text comments, the eight or nine are not left and ten are brushed. Generally, most of the time after many days is mostly true, and the review may be water after 0 days. Military brush.

0 days of review really like the water army

Because of my friends' words, every time I bought it online, I worked hard to find real comments in a lot of fake comments. Seriously, picking real comments in fake comments is more tiring than picking real goods in fake goods.

In addition, the proliferation of false reviews will also make the comment area lose credibility. Seeing praise, consumers will be subconsciously felt that they must be brushed; seeing bad reviews, consumers will think that this may be a malicious bad review by competitors. When consumers begin to doubt the authenticity of the comment, the comment has lost its reference value, just a pile of meaningless text.

2. Impact on merchants

1) Active impact

Consumers have a lot of products, without sales, and no evaluation, it is difficult to make consumers determined to buy. For a newly opened online store, the existence of fake comments can increase the possibility of user order, allow merchants to get initial traffic and survive.

In addition, according to Ali's financial report, Taobao can open an average of 40,000 new stores a day after 2020. In such a fierce competition, Jiu Xiang is also afraid of deep alleys. Brushing a good review can help the stores improve their rankings and stand out.

2) Negative impact

The flooding "fake" praise will increase the psychological expectations of consumers. A piece of commodity scores objectively and can give 80 points, but false praise will increase consumer expectations to 90 points, or even 100 points. After the consumer receives the real thing, it is found that it is not worth 100 points, which will bring huge customer service pressure and return costs, countless bad reviews, and the possibility of store reputation.

In addition, the popular "fake" praise may cause merchants to lose themselves. The subconscious believes that the bad review must be maliciously competing, which causes merchants to be unable to find problems, solve problems, optimize the operation process, and improve the quality of goods and services. It is very unfavorable in the long run.

3. Impact on the platform

1) Active impact

For the newly started small platform, it is the first to be able to make a profit and run through the business model. False comments can create the illusion that it has a large number of passengers, thereby attracting more merchants to settle in, bringing more users, and creating income.

2) Negative impact

The proliferation of false comments will inevitably affect the user's shopping experience, which will lead to the loss of users.

Secondly, the flood of false comments will destroy the normal operating mechanism of the platform. The products that are high -quality but not commentary can not dry out of the inferior comments. Good products cannot obtain good sales through platform recommendations. On the contrary, inferior products obtain a lot of transactions through false reviews. In the end , User complaints, the platform bears a fame.

Things have two sides. False comments have a good side and a bad side for consumers, merchants, and platforms. However, after measuring, we can find that if the platform indulge in the flooding of false comments and let it not matter, it will inevitably affect the consumer's online shopping experience, and it will also cause an inestimable loss to the merchant and the platform. Essence

2. Should e -commerce platforms crack down on false comments?

Regarding whether the platform should crack down on false comments, netizens have their own opinions. Some netizens think that they should not fight, and some netizens said they must hit.

1. Should not fight

Some netizens believe that they should not crack down on false comments. Merchants need comments to fill the evaluation area. Regardless of whether they are true or false, they are at least there are more and much, and most consumers are habitually praised by default, and it is difficult to fill the comment area by them. In this case, even if fake comments should be cleaned up, they cannot be cleaned up. Small businesses need them to charge the facade, otherwise it is difficult for small businesses to get in their early days.

Secondly, the platform made a clear definition of the "real/false" of the comments. Whether it is intelligent identification or manual judgment, it cannot be clearly proved to be true or false. Even if it looks fake comments, there must be evidence to clearly prove it. If the platform uses a knife to clear the suspected water army comments, it will definitely attract the dislike of users, because no one likes to be covered.

In summary, cracking down on false comments is difficult to please, and the implementation cost is high, difficult, and low, so you should not crack down.

2. Should be hit

Some netizens have the opposite opinions. E -commerce platforms should fight false evaluations, mainly based on legal risks, consumer expectations, and business expectations.

1) Legal risk

According to the "Anti -Unfair Competition Law", "Consumer Rights Protection Law", "E -Commerce Law", and "Administrative Measures for Online Transaction" and other laws and regulations, those with serious online order plots must bear criminal responsibility in accordance with the law. This shows the determination of the big environment to crack the order. With the improvement of laws and regulations, the supervision of the platform will become more and more mature. If you do not care about it and indulge in false comments, the platform may face certain legal risks. From the perspective of avoiding legal risks, it is necessary to crack down on false comments.

2) Consumer expectations

When buying products, most consumers usually check the comments before deciding whether to buy.

If the false comment is flooded, the comment area loses its reference value. Consumers cannot judge the product. In the case of being unable to dialectical and false, consumers need to spend more time and energy to identify it, and even pay for the wrong product.

There is no doubt that for consumers, they hope that the platforms on the platform are real comments.

Netizens' dislike of praise from brushing

3) The expectations of high -quality merchants

Merchants who participate in market competition normally must be to improve the ranking, turnover, and credibility level of the store through goods or services.

In the face of competition, the competitiveness of products can be enhanced by differentiated competition, or the additional value of the product is provided. They are more expected to compete fairly, rather than vicious competition such as commentary and counterfeiting data.

For merchants operated by this type of duty, we must hope that the platform will fight false comments and maintain market fairness.

Three, conclusion

From this we can see that indulging false comments is not conducive to the sustainable development of the platform. On the one hand, the platform may face legal risks. On the other hand, indulgent comments will destroy the integrity environment of the platform, make the platform lose credibility, users with poor shopping experience will run, high -quality merchants operating in this branch will not be able to make their heads and run the road.

No matter how difficult it is to crack down on false comments, you must think about how to bring a better experience to consumers and high -quality businesses. Because the platform of users and high -quality businesses is lost, it is like a plate of loose sand. There is no need to blow the wind.

Nowadays, many platforms are aware of the harm of false comments and are already fighting against false comments. For example, Meituan Review APP will suspend the scoring star and comment area for the shops that interfere with the order of evaluation.

The idle fish adopts the mutual evaluation mechanism of both parties in the transaction. Only after the buyers and sellers can only see the evaluation of the other party, to ensure that the two parties are not affected by the evaluation of the other party, so as to avoid the two parties to take a rainbow fart or a revenge evaluation. Users cause interference.

The "Ask everyone" sector opened by Taobao can ask questions from those who have bought it. Most of the comments in it are very real, and it is difficult for merchants to mix them with fake comments.

However, it is not enough to combat false comments alone, and consumers should also act.For example, not to publish a criminal praise for the cash head of the cash back; for example, when a friend around him wants to earn extra money by making orders, it is illegal to tell him in a timely manner.For example, "No" is said to those shops that have orders and disrupt the fairness of the market.Camping false comments, relying on you, relying on me, and everyone, let us look forward to more and more real comments together.

Material Source: Tiantian Ask Topics Selection

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