| Internet, online shopping has also got a rapid development. Online reviews which contains the user’s point of view and attitude have got unprecedented attentions because of the virtual nature of online shopping. As an important medium for consumer to understand product information, online reviews have become a strong helper for online shoppers to make a purchase decision. At the same time, along with the electronic’s commerce gradually development and growth, large furniture is gradually breaking the shackles of tradition compared with the previous that is not easy in network sales. Buying through network has gradually become popular. Therefore, study on online comments of solid wood furniture’user so that we can understand its impact to online product sales has very important practical significanceThe paper selected the Taobao solid wood furniture to be the study object. It studied affecting factors on solid wood furniture sales by collecting product information and over 8000 information reviews from Taobao stores. Based on previous relevant studies, this paper firstly made factor analysis of online reviews affect sales of solid wood furniture and feature variable selection. The specific selected feature variables of online reviews include:the number of online reviews, emotional tendencies, critics reputation, comment timeliness, review content and quality. Product features include variable product haircuts, product attributes and shelves number of days. Secondly, in factors analysis phase, this paper study the impact of online comments feature variables on product sales by introducing commodity characteristic variables as control variables. It derive differences between different variable characteristics’ affect on wood furniture sales and get the optimal affecting model.Studies have shown that online reviews of quantity, quality, emotional tendencies on the dependent variable was significantly associated. According to the comparison results of multiple regression model for online reviews of quantity, quality, emotion tends to be associated with the dependent variable analysis, and then measure its specific correlation. It decreases according to the sort order of relevance degree online reviews quality, the number of online reviews, emotional tendencies. Finally, this paper sort the situation according to the degree of association and select correlation largest online reviews quality logistic regression analysis with the dependent variable so it can measure the quality of online reviews influence the probability of different situations on the dependent variable.The results show that the product features variable had no significant effect on the wood furniture sales. The online reviews’ number,quality and emotional tendencies’ have a significant impact on the sales of solid wood furniture.The effect of the reviewers’ credibility is not significant. Online reviews on solid wood furniture exist timeliness which means the impact on recent comments of solid wood furniture sales is bigger than the impact on general comments of solid wood furniture sales. And fifth emotional tendencies’ impact is much bigger than third emotional tendencies’impact on solid wood furniture sales. The paper on this basis put forward that the business should encourage consumers to timely make out high quality positive comments, and efforts should be made to improve the business platform online review system. The government should establish and improve laws and regulations based on electronic commerce, so it provide the help for growth of solid wood furniture sales. |
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