| With the improvement of the network penetration rate and the large-scale development of e-commerce,online word-of-mouth marketing has gradually become an important method in product marketing.More and more consumers obtain relevant parameters of the product and the information of post-purchase evaluation through channels such as the information platforms and e-commerce platforms to help them make decisions and buy the desired products.However,as for car,which is an expensive,durable and infrequently purchased experience product,people want to obtain more comprehensive product parameters,post-purchase evaluations and other information before making purchase decisions to reduce the risk of decision-making.The automotive vertical websites provide users with basic information of various types of vehicles,the comparison tools of vehicle model,online reviews,forum exchanges,etc.,which have become an important source channel for automobile users.These information will influence the automobile consumers to some extent and also have an impact on car sales.In recent years,the sales volume of China's passenger car market has maintained a steady growth.From the perspective of market segments,the growth rate of SUV vehicle sales is obviously higher than that of the entire passenger car market,which indicates that the recognition of SUV in the automotive market has gradually increased and is highly favored by consumers.This article starts from the theory that online reviews influence consumer purchasing decisions,and analyzes the impact of online reviews on SUV vehicle sales.By establishing a model of the relationship between SUV car sales and online reviews of comprehensive rating,we explore the impact of the number of online comments and online ratings(comprehensive rating,attribute scores)on SUV car sales.In view of the fact that automobiles are used as durable and high-priced consumer goods,there are many factors influencing consumer car purchase decision.This article also introduces whether the automobile is a joint venture,brand,guide price,relative space,power,fuel consumption as the control variables.The results of research show that the number of online reviews has a significant impact on car sales,while the online comprehensive score has no significant effect on sales,and the comfort of score has a significant impact;Among other variables introduced,the automobile brands and fuel consumption have a significant impact on SUV car sales.The main contents of this paper are:Firstly,the article reviews the literature on the impact of online reviews on product sales,and combines the relevant theories of car consumers' car purchase decisions,proposes possible factors that affect the sales of SUV cars,and quantifies them as indicators.Secondly,we captured 187 models of SUVs sold in China as sample data to study the influencing factors,and used linear regression models to analyze the significant factors affecting sales.Howerver,considering that there may be complicated nonlinear interaction between various influencing factors,the BP neural network is introduced to measure the contribution weight of each factor that influences car sales.Finally,based on the empirical analysis of the research conclusions,relevant recommendations are made on the production and marketing links of automotive manufacturers and on the online review management application of automotive vertical websites. |
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