An Empirical Study On The Impact Of Internet Word-of-mouth On Agricultural Product Sales

On-line word of mouth is a new form of word of mouth,which forms under the web environment,it spreads fast and diversified,and spreads without time and space regional restriction,etc.But for different products,the impact of On-line word of mouth can be different.For agricultural products,because of its significant security and timeliness,so the influence of On-line word of mouth has many unique characteristics.For long-term development of our country,sales of agricultural products through the network is the feasible and promising way to solve the agricultual problem,but from the point of the development of the industry in China,there are still many constraints.The imperfect system of On-line word-of-mouth is one of the important factors.So this article research has important theoretical significance and practical value.From the current system of On-line word-of-mouth,its composition contains the ratings,timeliness,length,number,etc;But from the current researches,the main researches are about the influences on marketing of agricultural products,from the score and the number of on-line word of mouth.So research has a certain degree of escape between reality and theory.This paper did some work about this issue,it is innovative focus of this paper.This paper adopts the technology of the network data collection and statistical analysis method,and studies five dimension influence on agricultural product sales,from the T-mall online agricultural sales platform,the results show that the scores has no significant relationship with product sales;collections,additional comment quantity,graphics,number have significant relationship with product sales,graphics is most intense related to product sales,it shows that consumers tend to view pictures to get real information.Considering the above five dimensions,we found collection quantity and the number of images in comments the most significant impact on sales of agricultural products.According to the research conclusion,the businessman,should change the focus on content,reduce emphasis to score shop,pay more attention to the other dimensions of online word-of-mouth in the network management review.At the same time,through the incentive system to increase the number of additional comments and reviews of the graphics to make consumers to obtain product information is more reliable,thus improve product sales.