An Empirical Study On The Impact Of Online Reviews Of Different Product Popularity On Product Sales

In the web2.0time, users are the center. They can create the contents and share things to other people. These features of creation and sharing give the E-commerce the new pattern. The effect of Online reviews on the sales of e-commerce website gradually causes the attention of people, and become one of the most important information when customers purchase products or sellers know about the products’ conditions. Online shopping websites contain a lot of user’s reviews which will affect the purchase dicision of consumers in the future. The sellers also begin to pay more and more attention on consumers’ shopping behavior and make it as the powerful tool to make the recommendation and promotion depend on these behavior patterns. Analyzing the reviews’ features and the effect to product sales of different kind of product and different product popularity is better to the websites to build the review platform and better to the sellers to obtain the users’ behavior features.These can make the sellers provide better services. Based on this, this study will be in accordance with the following content:(1)According to the real product reviews data on www.jd.com, this paper classify products by search and experience goods. Then using the numbers of reviews as the variable, the study clssify the product by the popularity.(2)Based on the consumer buying behavior which is measured by products sales, this paper makes a model by cross-section data and researched by correlation test and regression method to find the impact of the length、star level、timely degree、price of the different products’ online reviews on sales. The results find that review length has significantly positive impact on both two kinds of products,and the impact to niche product is bigger. The review star level has no impact on these two products. The timely degree has significantly positive impact on popular products but has no impact on niche products. The price has significantly negative impact on search product and the impact on niche products is bigger. The price has no impact on experience product.(3)This paper further study the impact of the length, star level,timely degree,price of popular product on the sales of niche product.The results include following conclusions:both the length and timely degree of popular product have significantly positive impact on sales of niche product.These conclusions provide the new thinking of online review research area.These conclusions also provide the marketing advices for E-commerce websites.