Research On The Influence Mechanism Of Internet Word Of Mouth On Online Sales Of Agricultural Products

Under the "Internet + Agriculture" environment,agricultural production and processing enterprises have begun to explore the sales channels of online channels,but the results are not the same.Some companies are able to open the market quickly,but there are also many agricultural products that are not ideal for online sales.Dish products,despite their increasingly mature production,processing and packaging technologies,are more adaptable to the intrinsic advantages of online channels than fresh produce.However,it still faces the influence and challenges of internal and external factors such as consumption habits,channel risks,subjective norms and product quality and safety issues.Therefore,starting from the consumer psychology,we study the static and dynamic impact mechanism of online word-of-mouth on the online product sales of agricultural products,help the agricultural enterprises to solve the dilemma of online channels,deal with the balance between multiple channels,and clear the market obstacles,eliminate the negative emotions of consumers and increase the sales of products is of great significance.After distinguishing the differences between online and offline channels,this paper starts from the consumer decision-making purchasing process and the perceived quality theory,and deeply understands the psychological activities of consumers who evaluate the online purchase of agricultural products.Then,according to Hoffland's persuasion communication theory,the mechanism of word-of-mouth influence on product sales was explored.In the study of the static impact of word-of-mouth on online sales of waterfowl cooked food products,this article collected consumer reviews and product sales of the branded waterfowl cooked food products Tmall flagship store within one month.The text mining technology is used to quantify the consumer's attribute scores,and the word-of-mouth polarity and preference differences are obtained.The regression model is used to explore the impact of product feedback feedback on consumers and product sales.In the study of the dynamic impact of word of mouth on the online sales of waterfowl cooked food products,this article collected consumer reviews and product sales within 25 weeks.The dynamic causality between word-of-mouth,word-of-mouth polarity and preference differences was analyzed by constructing a VAR model.Based on the above research and exploration,this paper mainly draws the following conclusions:Firstly,consumers are more concerned about the quality and safety of agricultural products,and their sensitivity to prices is declining.From the weight of the total scores extracted from the online reviews,the weight of the product quality score is higher than the other attributes,indicating that the consumer's awareness of food safety is gradually strengthening,the taste of the product,The requirements for factors such as packaging and weight are more stringent,so agricultural products enterprises should attach great importance to product quality.Among other attributes,the weight of product safety and product reputation is relatively high,which fully reflects the importance consumers attach to the freshness,hygiene,brand influence and product reputation of agricultural products.Consumers have fewer keywords in terms of product value and transaction services,indicating that consumers' sensitivity to product prices is declining,and on the other hand,the relative rationality of pricing of waterfowl cooked food products.Secondly,word-of-mouth and word-of-mouth polarity can have a positive impact on online sales of agricultural products.Judging from the static impact of word-of-mouth volume on product sales,word-of-mouth volume has a positive effect on product sales.The more comments on products,the more the product has a certain sales base before and the consumer has the enthusiasm of feedback can represent the perceived quality of consumers to a certain extent,and send positive signals to buyers to promote sales of products.From the dynamic impact of word-of-mouth volume on product sales,word-of-mouth can provide a positive contribution rate for product sales,and increasing the number of word-of-mouth can help long-term product sales.From the static influence of word-of-mouth polarity on product sales,improving the reputation of word-of-mouth,that is,consumers' scores on product attributes can stimulate the growth of product sales.Consumer reviews can show consumers' satisfaction with the product,and good feedback can Help buyers make decisions and increase consumers' willingness to purchase;from the dynamic influence of word-of-mouth polarity on product sales,word-of-mouth polarity contributes less to product sales,probably because consumers are aware of a product.Except for extreme cases,there is basically consistency,so the fluctuation of product ratings has limitations,and the impact on product sales is small in the long run.Finally,preference differences can have a negative effect on online sales of agricultural products.From the static impact of preference differences on product sales,consumers' perceptions of product attributes will increase the processing cost of information to a certain extent,causing troubles for consumers' purchase choices and reducing consumers' purchasing enthusiasm.Product sales have a negative impact,and word-of-mouth and word-of-mouth polarity will weaken this negative impact to some extent.From the dynamic influence of preference difference on product sales,the contribution rate of preference difference to product sales is higher than word-of-mouth and word-of-mouth polarity,and it will have a negative impact on product sales,indicating that the quality of different attributes of products exists.When there is a difference,this difference will gradually enlarge over time,causing inconsistency in consumer feedback,and thus expanding the negative impact on product sales.Based on the above conclusions,this paper proposes the following suggestions for agricultural products enterprises and relevant government departments:Promote the standardization of online shopping channels and weaken the negative impact of channel risk on word of mouth;Pay attention to the guiding role of word-of-mouth to consumers and create a safe and reliable brand image;Actively take countermeasures to eliminate product negative reputation and guide consumers to positive reviews;Refer to consumer preferences for product attributes to screen and nurture quality consumer groups.