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| How the Discount Size Affects Consumer’s Positive feedback Behavior in Comparative Price Advertising |
| ZHOU Xiongwei，MA Xinchao，CHEN Xiaohong |
| Central South University, Changsha, China |
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Abstract Based on the feature extraction and analysis of push advertisement under mobile shopping environment, this study explores how the discount size affects the positive feedback behavior of consumers. Among these promotional forms, the research focuses on the comparative price advertising. By collecting the real data from VIPSHOP platform and using text mining and quantitative analysis, it was found that there was a significant positive relationship between them. The text feature and the time characteristics also had impacts on the feedback behavior of consumers. Furthermore, this study explored the internal mechanism which leaded to the positive relationship above, and finally found there was a relationship between the product quality assurance and credibility of the E-commerce platform and the positive impact.
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Received: 19 July 2017
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