A Study On Influence Of Sale Of Online Reviews Of Search Products And Experience Products

The electronic commerce has developed rapidly with the popularity of the Internet. However, the existence of the asymmetry online shopping, the consumers can get some basic information from the businesses, which led to that the buyers can not have a very clear understanding about the goods. By reference to other people who have purchased the goods and gave an evaluation,the consumers can develop a more accurate understanding about the goods’ feature and functions, we can see that the online reviews are very important, At the same time more and more E-commerce businesses began to pay attention to the importance of online reviews, and gradually improve the online comment system. The scholars began to explore the impact of online reviews on the sales.From an economic perspective, according to the Nelson’s classification, the paper divided the products into search products and experience products by reading a large number of researches at home and abroad. We decide that we can get data from a relatively successful e-commerce website---Amazon. The online reviews data about four kinds of products were collected with the Java programming. In order to make it clear how the online reviews effect the sales, the main aspects of online reviews are stars、comments、discount etc, the correlation and regression analysis was made.Although many researchers have studied the impact of online reviews on sales, but how the title、price saving effect the sales is not known,we decide put the two into the model. The result is that to the search product, average star、extreme star、comment、saving money have a significant positive impact on sales, but the title、discounts、time have a significant negative impact on sales. To the experience product, average star、time have a significant positive impact on sales, but saving money、discounts have a significant negative impact on sales, the title、comment、extreme star have no significant negative impact on sales.The impact of average star of search products on sales is greater than the experience products, so is the discount. But the hypothesis that the impact ofcomment of search products on sales is less great than the experience products is not proved.At last, we give the measures and recommendations to the businesses, and point out the shortcomings on the paper and future research directions.