Research On The Influence Of Online-shopping Additional Reviews On Product Sales Of Experience Commodity

With the widespread popularity of the Internet,online shopping has become increasingly popular and online shopping market has been booming.Online-shopping gradually becomes the preferred way of people's daily shopping.However,there is a certain risk of purchase for consumers in the process of online shopping due to information asymmetry.Therefore,in order to reduce the uncertainty in online shopping,consumers tend to look for some helpful information to assist their decision making,among which online-shopping reviews are the most important reference information.Online-shopping reviews are a description of commodity information and using experience of purchased consumers,which will have a strong impact on the purchasing behavior of other consumers and product sales.With the continuous improvement of the electronic business platform review system,online-shopping additional reviews gradually appear,which are a supplement and revision of the original review with a higher degree of credibility and will have far-reaching impact on the product sales.For online-shopping businesses,how to use this new form of online-shopping reviews to carry out word-of-mouth marketing of products is a topic worthy of discussing.The existing research mainly focuses on the first time online-shopping reviews,and there is little discussion of second time additional reviews.Thus,this paper takes online-shopping additional reviews as point of penetration,and selects experience commodities in online-shopping as research object to explore the impact of additional reviews on the sales of this kind of commodity based on the perspective of business product sales.According to the related literature,this paper puts forward seven influencing factors of perceived usefulness of additional reviews,emotional tendency of additional reviews,positive emotions consistency,negative emotions consistency,positive emotions difference,negative emotions difference and attention to commodity from three aspects: characteristics of additional reviews,interaction between additional reviews and original reviews and commodity factors,and then discusses the measurement dimensions of each variable.After that,this paper uses crawler program to grab commodity information and online additional review data of clothing goods on Taobao website,and then recognises the emotional tendency and intensity of online review text based on SVM(Support Vector Machine)algorithm and LibSVM toolkit,which achieves the goal of quantization of unstructured text data and obtains the data needed for the empirical research.Finally,this paper constructs a structural equation model(SEM)with the help of AMOS software to verify the above assumptions.By analyzing the results of the empirical model,this research reveals the influence mechanism of each factor and its inner meaning.The study finds that perceived usefulness of additional reviews,emotional tendency and attention to commodity can positively affect the sales of experience commodities.In addition,on the two emotional attitudes of original reviews and additional reviews,the attitude of additional reviews can play a leading role in the sales of experience commodities.Furthermore,on the basis of the research conclusions,this paper proposes some suggestions for online word-of-mouth marketing of experience commodities based on additional reviews,which will provide theoretical basis and practical guidance for the related businesses to develop their marketing strategies by the use of online-shopping additional reviews.The research of this paper enriches the research of online word-of-mouth to a certain extent.