Research On The Impact Of Online Reviews On Product Sales Under Different Product Types

With the maturity of e-commerce and the rapid development of Web2.0 technology, online shopping has become a way of life for the people, the rapid growth of the online shopping market will undoubtedly become the focus of recent economic. Due to the virtual nature of online shopping, consumers can not see the goods as traditional channels, can not feel the quality of goods, there is a risk of purchase. This time online reviews play a very important role in the purchase decision of consumers. The change and development of practice brings new problems to the theoretical research. The research direction of domestic and foreign scholars mainly concentrated in online reviews of data mining, online review of the usefulness and online comments on consumer purchase intention and purchase decision involving sales less empirical research, and focused on the movie, books, travel pre set and so on. Through summarizing the literature, the main research contents of this paper are as follows:(1) this paper studies the impact of online reviews on product sales, mainly in two directions, the overall level of consumer and the individual level. And the choice of this paper is from the overall level of the consumer to do research. Product sales as the explanatory variables, some of the elements of online reviews as explanatory variables, and the choice of the two types of products do comparative analysis. Through collecting the real data of the products on the Jingdong, the section data model is established, using the correlation analysis and regression analysis method, to study the impact of online reviews on product sales.(2) the explanatory variables selected in this paper are the single quantity, quantity, quantity, drying rate and price. Select the product type classification is the search type and experience type. The results show that the amount of drying, high praise, the cumulative amount of comments on the two types of product sales have a positive impact. And the influence of these variables on the impact of the search product is greater than that of the experiential products. Different marketing strategies should be adopted for the different types of products. First whether search or experience to encourage consumers to comment, in particular, to encourage consumers comment with pictures, because online reviews several dimensions of the drying effects of single sales is the largest. It is found that the price has a significant effect on the two product types, but the effect is opposite. Price on the search type products is significantly negative impact on the experience is positive correlation. This is different from the previous research results, the former scholar Li Jian on the film industry online reviews empirical research found that the impact of experiential product price on sales is not significant. Through the analysis of the results of the study, to provide some feasible and effective marketing strategy for enterprises.