Study On The Influence Of Online Reviews On Online Product Sales

The popularity of the Internet leads to the rapid development of e-commerce.Therefore,more and more consumers choose to spend shopping on the Internet,and the online reviews become more and more popular.Online reviews not only provide an important reference for other consumers on making purchasing decisions,but also provide the opportunity to the enterprise on grasping the consumer and the trade of market opportunities.This paper does research about the impact of online reviews on sales of online products,focusing on the structured data and text content of online reviews.The theoretical model of cognitive effort and information processing shows that consumers will use the intelligible information to simplify the decision-making process and then use the information needed to handling more cognitive efforts to make the final decision in order to make more efficient decision-making.However,dealing with text reviews need more cognitive effort and time in processing than structured data.Therefore,the paper does research from the online reviews of the structured data such as reviews rating and so on and the specific text comments expressed in the emotional tendencies.The paper not only study comments of the structured data and the impact of emotional tendencies on sales of online product,but consider the interaction between the review score and the emotional tendencies.Selecting the well-known domestic B2 C e-commerce site-Jingdong Mall as the object model,the paper chooses online washing machine as the main research object,which collect the data of the 25 online washing machine products 6,850 reviews on the structured data information and 174,645 items of real comment information from June 1,2015 to February 20,2016.Firstly,the paper judges the influence of structured data on the sales of the online products.On the basis of controlling the endogeneity of online reviews,the number of comments is positively affected and the impact of the score on sales is not significant with the empirical analysis of the simultaneous equations about the panel data being carried out.Then the paper studied the interaction of the relationship on the emotional score,the emotional tendencies and the sales volume of the online products.The emotional scores of each comment are calculated by using the text mining technique and the emotional model,and it is included into the panel regression model.The emotional tendency of the comment plays an intermediary role in the impact between score and sales of online product.This conclusion is consistent with the theoretical basis of cognitive effort,which verifies the potential logical order when consumers use online reviews to make purchasing decisions.In summary,the conclusion of this paper is that the number of online reviews directly affects the sales of online products,and the rating indirectly affects the sales through the mediating effect of the text emotional tendencies.Based on this,this paper also puts forward the management suggestions and thinking direction for the online review mechanism design of e-commerce website.