Study On The Effect Of Online Review Of C2C Fresh Agricultural Products On Product Sales

With a long agricultural civilization,vast cultivated land and a large agricultural population,China is a well-deserved agricultural country,but because of the backward marketing concept,the degree of organization is low.The unsound development of marketing theme and the asymmetry of information between supply and demand lead to the slow development of fresh agricultural products market in China.With the emergence of C2C(Consumer to Consumer)e-commerce model,the problem of fresh agricultural products in marketing has been alleviated to a certain extent Therefore,it is of great practical significance to study the sale of fresh agricultural products under C 2 C background.With the rapid development of Internet in China,Internet shopping has become a new choice for consumers to obtain products and services.With the increase of online shopping times,the number of online reviews is also increasing.In this context,consumers gradually develop online reviews before shopping to judge the quality and safety of goods to make purchase decisions.Through reading and combing the relevant literature at home and abroad,this paper grabs the relevant data of online review of fresh agricultural products from Taobao,the largest C2C website,using web crawler software,and makes purchase decision theory on consumers.Based on the theory of information availability and diagnostics,the hypothesis and theoretical model of the influence of each factor of online review on the sales of fresh agricultural products are put forward.The correlation analysis and multiple linear regression analysis of the data were carried out by using SPSS software,and the main factors influencing the sales of fresh agricultural products were studied empirically.Considering the independence of different kinds of fresh agricultural products,according to the characteristics of fresh agricultural products,this paper divides them into three kinds:fresh fruits and vegetables,fresh aquatic products and fresh meat.Through the relevant literature research and Taobao website online review related content extraction,preset the independent variable of this article:store score,collection quantity,accumulative comment quantity,picture comment proportion and review proportion,fresh agricultural product sales volume is dependent variable,To explore the impact of online review of fresh agricultural products under different types of related variables on product sales.The results show that the cumulative number of comments on the three types of fresh agricultural products has a significant positive impact on product sales,that is,the cumulative number of comments is the main factor affecting the sales of fresh agricultural products.For the other variables,because of the different product types,the effect of the variables on the product sales is also different:the collection of fresh aquatic products has a significant positive impact on product sales,while the other variables have no significant impact on product sales;The score of fresh meat store and the proportion of picture review have a significant positive impact on the sales volume,but the collection volume and the proportion of follow-up evaluation have no significant impact on the sales volume;fresh fruit and vegetable collection and picture evaluation The proportion has a significant positive effect on the sales volume,while the store score and the proportion of the follow-up evaluation have no significant impact on the sales volume.Finally,based on the online review of fresh agricultural product sales research conclusions for C2C fresh e-commerce in the platform construction and business services,and put forward some suggestions for future research.Figure[4]table[21]reference[44]...