Study On The Influence Of Online Reviews From Different Sources On Product Sales Of Internet Retailers

As the popularity of internet rises and electronic commerce develops rapidly, online reviews have become an important chanel for counsumers to gather product infomation before shopping online,and play an important role in the process of consumers’purchasing decision.Nowdays online reviews are generated in many different websites,including internet retailer and third party review websites.These reviews are impotant for the product selection of consumers. Whether online reviews from different sources have influence or different influence on search and experience product sales of internet retailers is an important issue.Discussing and analysing issues above can help us undestand the different influence of online reviews from different sources.This paper studys the influence law of online reviews from different sources on product sales of internet retailers by empirical analysis methods.Firstly, we summa-ries the relavent literature about online reviews of domestic and overseas,then puts forward the research assumptions of online reviews from different sources on product sales of internet retailers based on previous research results. Secondly,this paper chooses the dependent variable、the influential variables of online reviews and control variables that control the influence of product characteristics on sales.And the conceptual model is established based on the research issue.Then, we develop the webpage analysis and data crawling program based on the Jsoup library,and collect product characteristic information and online re views data from Amazon、Douban、 ZOL and PConline by the program.Then the collected data is sorted.Finnaly, we establishes the analytical model of sample data and get some research conclusion through multiple linear regression analysis.The analysis results indicate that online reviews from different sources have different influence on search and experience products sales. Internal reviews of internet retailer have a significant impact on both search and experience products.The Volume and positive rating ratio of internal reviews from internet retailers have signifcant positive influence on search and experience products sales,but consumers’ rating influence the search products only.The volume and Rating of third party reviews have significant impact on experience products sales, but have no significant impact on search products sales.Nagtive rating ratio of third party reviews influence sales of search products positively.Furthermore,the Expert rating has positive impact on search product sales.The research conclusion of this paper proves that online reviews from different sources have different influence and product classification is important for online review and electronic commerce research.The research of this paper enriches the theory of online review,and provides some suggestions for internet retailers to take advantage of online reviews from different sources based on this.