The Effects Of OCRS On Sales Under The Moderating Effects Of Brand Strength And Product Maturity

Online reviews can reflect the quality of the product relative to the real through customers’ previous reviews on shopping websites. Compared to the product advertising, online reviews are more credible. A positive online can improve the credibility of the product, so that more consumers will accept the products; A negative online comment reflect the defects of the products or the users’ bad experience, and the consumer perception of product quality will reduce. Visible, positive comments and negative comments will produce certain impact for the product sales. In addition, a strength brand of product has relatively high value,consumers may be faster to accept this product by the identity of the product’s brand; On the contrary, a product’s brand which is weakness do not have enough credibility for consumers to accept it. While online reviews just can make up for the lack of this credible information. Meanwhile, new product has just entered the market, and there is little credible information, so that online reviews can provide reliable information for new products. Mature products on the market status is stable, reliable information is sufficient, the effect of online reviews will be smaller. Therefore, different maturity of the product may have different influence of online reviews on product sales. To explore whether online reviews have different influence on product sales under the effect of brand strength and maturity is very necessary. In this study, studying the effects of reviews on product sales with the strength of brand and the maturity of product, refine the B2 C platform of enterprise classification, and put forward different advice according to different types of enterprise. The results provide the theoretical basis for marketing decisions specified, and has a certain practical significance.This paper is based on the existing research results, and build separated regression model of online reviews’ influence on product sales with the effect of brand strength and maturity. They are used to measure separately influence of online reviews on product sales under the effect of different brand strength and different maturity. This study chose SSD and HHD as studying object from ‘Jingdong’, and obtains the numbers by a Java program. Investigating to the sales staff to separate product brands in to strong brand and weak brand, then test the different influence of online reviews on sales under the effect of brand strength and product maturity by STATA. Finally, puts forward different marketing suggestions for different types of enterprises based on the results of the study.