Study In The Influence Of Online Information On Product Sales Of Experience Commodity Under The Perspective Of Consumer Heterogeneity

With the rapid development of electronic commerce in recent years, consumers become more and more like to use the Internet for obtaining information about the goods, this phenomenon is especially significant in experience commodity purchase. For experience commodity, consumers are difficult to accurately evaluate the content and quality before buying, so they will browse and find a lot of goods attribute description and review information to enrich their decision-making basis, in order to reduce the perceived risk. Basing on the experience of other consumer awareness information, potential customers can better adjust their purchase decisions, and merchants can also learn more about the customer’s opinion and the demand evolution, thus improving the service and adapting corresponding marketing strategies. Study found that the influence degree of public opinion is rising, even its influence becoming more important than the traditional media, when consumers in the purchase of goods by the network. Among them, not only the property of commodity, online reviews significantly adjust the effects, the characteristics of the consumer factors also plays a very important role in regulating. Especially with the fast development of information technology and rapid growth of national economy, e-commerce platform constantly improving and residents’ disposable income increasing, consumer demand is growing, driven by the personalized consumer demand, consumer buying behavior complex increasingly, consumer heterogeneity factor’s regulating effect in goods online sale is becoming bigger and bigger. Consumer demand changes among income levels, consumer types, the demand diversification trend will lead to the difference of the online shopping behavior.This research through the way of empirical analysis, combining with the current domestic mainstream hotel online booking platform data, studied the impact of online information on experience commodity sales, considering consumer heterogeneity. First, by combing the related research literature in online information research, drawing lessons from past research results, proposed several assumptions about the information display form, product characteristics and consumer characteristics related factors, which playing a rule in the impact of online information on commodity sales. Second, explained the reason of variables-selection, and constructed the conceptual model based on the research problem, after using Python programs automatically scraping the network data, gathered the Ctrip reservation platform data, including twenty-one domestic cities’hotel online information, such as Beijing, Shanghai, Shenzhen and so on, then filtered and combed the sample data. Finally, build and optimize the research analysis model, by bring the information showing richness related factors into the model, to explore online information related factors, different hotel star-level’s regulating effect for consumer hotel reservation behavior, through multivariate linear regression analysis, the paper reached some exploring conclusions.By linear regression analysis model, this paper found that online information display form can significantly affect the sale of the hotel. In addition to a five-star hotel, the hotel display pictures number has obvious negative impact on the online sales, in contrast, the consumers photo comment number can significantly positive influence on the online sales, but not the picture comment number can influence all the way; Online information has significant difference influence on different star hotel consumers. The hotel features is the most significant impact factors in the economy hotel online sales, online reviews information influence consumers the most significant, which choose the two-star hotel. Among that, price factors’positive impact on star hotel correlation would growth with hotel quality, and not recommended degree factors" negative impact of the hotel online sales gradually increased with the hotel star level; Online information has significant difference influence on different travel consumers. Hotel characteristics have significant impact on different kinds travel consumers, but the impact direction is different, hotel prices has significant positive influence on business travel and parent-child travel, has significant negative effects on hotel of travel in pairs and travel alone consumers. Hotel star has a negative influence on traveler alone, and has a positive influence for business travel, parent-child travel and travel in pairs. Different type of travel consumer concerns has great differences, among them, hotel room environment situation do more important for business travel and travel alone consumers, parent-child travel and travel in pairs focus on the hotel’s location and customer service levels. Finally, this paper probes into the research, and reached some conclusion and analysis, the conclusion would respectively provide some suggestion for the decision of managers and consumers.