| The popularity of smartphones,the increase in Internet coverage,logistics and infrastructure improvements have driven the development of e-commerce worldwide,and more and more people are choosing online shopping methods.Reading online reviews has become a habit for many consumers to make purchasing decisions.Online reviews usually come from sales platforms or third-party websites,mainly in the form of rating reviews,text reviews,and pictures(video)reviews.In the purchase of high-involvement products,the wrong decision will result in a large sunk cost.Consumers are more likely to refer to online reviews from sales platform and third-party websites.So how do online reviews from different sources and different forms affect online sales of high-impact products?Is there a difference in the impact of online reviews of different sources on sales of high-involvement products?Does the product feature affect the relationship between different forms of online reviews and product sales?Most of the online comment features considered by research have come from rating reviews and text comments.There are few studies on image reviews affecting product sales.In this paper,the online review feature variables of different forms of sales platform and third-party websites are included in the regression model,and the impact of online reviews of different sources and forms on the online sales of high-impact products is systematically analyzed.In addition,this paper introduces the regulation effect of product popularity and price level on the relationship between different forms of online comment and product sales.The existing research mainly examines the adjustment effect of product characteristics on the relationship between rating&text reviews and product sales,lacks adjustment of image reviews.Drawing on the existing research ideas,this paper takes the information processing theory and the cognitive cost theory as the theoretical basis.Starts from the perspective of consumers’ information motives,this paper analyzes the adjustment effect of product popularity and price level on the relationship between different forms of online comment features and product online sales.This paper uses empirical analysis methods to study the impact of online reviews of different sources and forms on the online sales of high-involvement products.Firstly,based on the existing research results,determine the conceptual model and put forward the research hypothesis of this paper.Secondly,select the camera as the simple,use the Octopus Collector to capture product information and online review data from Jingdong Mall(www.jdcom)and ZOL(www.zol.com.cn).Organize the collected data and apply Python to conduct coarse-grained sentiment analysis on text comments.Finally,the research variables are described in detail,and descriptive statistical analysis and correlation analysis are carried out.In order to solve the four problems raised at the beginning,we construct a regression model and carry out regression analysis,and draw the conclusions of this paper.From the form of online reviews,the impact of rating reviews on online sales of high-involvement products is not significant,while online text reviews and image reviews of sales platforms and third-party websites significantly affect online sales of high-involvement products.The more positive the emotions expressed by the text comments,the higher the sales of the products,the more the number of reviews with images,the higher the sales of the products.From the sources of online reviews,external reviews from third-party sites have a greater impact on sales of high-involvement products than internal reviews from sales platforms.In addition,the research results show that the price level can adjust the relationship between different forms of online reviews and product sales.The higher the price level,the greater the impact of text comments on product sales,and the impact of photo comments on product sales has weakened.The less popular the product,the stronger the impact of text reviews on product sales,and the waker the impact of image reviews on product sales.This paper improves the impact of online reviews on online sales of high-impact products,and based on this,provides some suggestions for the sales platform comment mechanism and the management of third-party websites.In addition,the research results in this paper can better guide consumers in making purchasing decisions and help companies to sell products. |
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