Effect Of Online Comment Entropy On Product Sales Volume

Research on the influence of online comment entropy on product sales is of great significance.It is an important factor for consumers to make purchase decisions and enterprises to provide word-of-mouth effect.The influence factors of online review entropy and product sales mechanism have been studied in the existing literature,and a lot of research results have been accumulated,but there are still some problems that need further study.Based on this research background,this study collects and obtains a large amount of comment information,number of comments and user comment value,further determines the word-of-mouth value and scale,and determines the entropy value according to the uniform distribution of comment text information,and then makes the debugging effect of online comment entropy on the word-of-mouth effect and product sales.This research collects data through literature research,uses the method of network survey,carries on data statistics and analysis with Stata software,and draws the following conclusions:Firstly,with the increase of entropy,the more influence the number of online reviews has on product sales,that is,the same number of online reviews,the greater the entropy,the greater the uncertainty,indicating that the more uniform the distribution of comment text information,the more word-of-mouth quantity.The greater the impact on product sales.Secondly,with the increase of entropy,the impact of online comment price on product sales is greater,that is,the same average user rating value,the greater the entropy,the greater the uncertainty,indicating that the more uniform the distribution of comment text information,the greater the impact of word-of-mouth price on product sales.Thirdly,with the increase of entropy,the moderating effect of entropy on the number of word-of-mouth and box office sales will be weakened.With the increase of entropy,the slope of the relationship between the number of online reviews and the sales of products will increase slowly.At this time,the moderating effect of entropy on the number of word-of-mouth and box office sales will weaken.Fourthly,with the increase of entropy,the moderating effect of entropy on WOM and box office sales will be weakened.In order to measure the moderating effect of entropy in comment text information,this paper creates a correlation term between each word-of-mouth variable and the entropy of comment text information.With the increase of entropy,the slope of the relationship between online comment price and product sales will increase slowly,and the moderating effect of entropy on WOM price and box office sales will weaken.Fifth,the number of online reviews and the effectiveness of online reviews affect product sales through entropy,that is,entropy plays an intermediary role.When the online comment information is evenly distributed,it represents that the information of the product searched by users is evenly distributed.Consumers will trust the comment information more,and the higher the entropy value,the greater the impact of online comment price and scale on product sales.Based on the results of this study,the following management implications are obtained:enterprises should ensure that positive comments,negative comments and neutral comments are evenly distributed,should not be manipulated too much,can not only improve positive comments or delete negative comments,reduce the entropy value,resulting in a low-impact word-of-mouth effect;in the case of unifor:m distribution of comment information,enterprises should increase the number and product of comments.The number of extreme,negative and neutral comments should increase.When a movie reviews information is evenly distributed and has a large number of comments,consumers are more likely to choose to believe the reviews information and watch the movie;when the reviews information is evenly distributed,enterprises should improve product ratings,such as improving movie ratings on douban,etc.Consumers can choose to believe the reviews information,and a movie will be evaluated on the premise that consumers believe in the reviews information.With a higher score,consumers will have more confidence in the quality of the film and will be more likely to watch it.