Abstract:

online evaluation, as the new word of mouth, is highly regarded for its significant influence on e-shopping consumer's intention and enterprise credit, improving online evaluation ratio of e-shopping consumers has become an important issue for e-commerce. Three independent variables of SKU depth, price, selling levels as well as two adjustment variables of product gender and product grade were analysized as the influencing factors of sale assessment ratio. Sales data were drawn from the sale system of a large-scale clothing enterprise, with the corresponding online appraisal data of garment consumers included. Results show: sale assessment ratio of e-shopping consumers is not high, with the average of 55.6%; the three independent variables have significant positive impacts on sale assessment ratio; the two mediator variables also influence the sale assessment ratio: The sale assessment ratio of female's clothing is less easily influenced by the SKU depth than male's, while it is more easily influenced by selling levels than that of male's; Premium products’ sale assessment ratio is more easily influenced by the SKU depth than popular products’, while it is not significantly influenced by selling levels.

Key words: stock keeping unit depth, sale evaluation ratio, online rating, adjustment effect