A Study On The Impact Of Amazon Online Sales Based On Social Interactions

The rapid development of the Internet has broken social barriers and space-timeblock of social interactions in real life. Social interactions intend to live in the bigdata era. At the same time there are growing consumers taking part in the networksocial interactions initiatively in a wide variety. Merchants offer a variety of ranks andcommunication platform. It has already attracted a large amount of consumers. Beforetheir buying goods online, the consumers will get the information from the formerconsumers’ communication. And then they will depend on the information to decidewhether they will buy goods. There is no denying that different social interactionshave various purchase intentions. Therefore, in the era of Internet rapid development,the study of a variety of network social interactions has great impacts on sales. Onefor the businesses has the relationships with the consumers and even develops theirmarketing level through the social interactions. One for consumers, their risk ofbuying goods online will decrease through the social interactions.This study is in the empirical perspective. We study consumers’ social interactionsin the network basing on literatures. Specifically, setting in the Amazon China website,we study the consumers’ relationship and advice to others as well as consumerbehavior between social interactions. Social interactions can be divided into socialnetwork centricity, online reviews and observational learning. And then we putforward the Amazon China website products online sales model based on the socialinteractions.In this study, we collect data of the digital cameras in the Amazon through webcrawler software. Finally we obtain162valid data. The data is analyzed usingSpss17.0and UCINET6.0software to put forward the assumption.The conclusion isas follows:(1) the user’s social network centricity exists no significant impacts on thesales.(2) the amounts of online reviews exist a positive effect on sales. The differencebetween negative comments and positive comments have no significant impacts onsales.(3) observational learning has a positive effect on online sales.(4) online reviewsand observational learning exist interaction effect.