Research On The Effect Of Online Review Information On Product Sales

With the rapid and continuous development of e-commerce,online shopping has gradually become a lifestyle for many people.Due to the virtuality and non-synchronization of online shopping,buyers cannot access physical products at the time of purchase like traditional offline shopping.It is difficult for online shoppers to fully and objectively perceive the true situation of products when purchasing.At this time,online review information is very important.It is an important reference for customers when shopping online.The large amount of user review information and related statistical data accumulated in the online shopping platform have an important impact on online shoppers' purchasing decisions.On the other hand,online review information is also an important channel for merchants to understand their own operations,sales status,and obtain customer feedback.Through the analysis of relevant data of online review information,merchants judge consumers' shopping habits and preferences,and conduct corresponding promotions for different consumer groups.Activities can make full use of the advantages of e-commerce information integration for marketing planning.In addition,further analysis of the impact of differentiated online review information on the online shopping platform on product sales can also effectively promote the improvement of the online shopping platform evaluation system,thereby better helping the merchants and consumers on the platform.In recent years,domestic and foreign related researches have focused more on the usefulness of online reviews,data mining of online reviews,and the analysis of factors that affect how online reviews affect consumers' purchase intentions and purchase decisions.Based on the data collected by online shopping platforms,focusing on online There are not many empirical studies on the impact of comment information on product sales.After sorting out the relevant literature,this article mainly studies the impact of online reviews of Tmall's luggage on luggage sales.The main work done in this article is as follows: First,the research background and significance of the research in this article are discussed and analyzed.Review and sort out relevant foreign literature and introduce related research methods used in this article.Then it discusses the relevant concepts and theoretical basis of online review information,and puts forward the research hypothesis of this article.In the empirical analysis part,the luggage sales volume is used as the explanatory variable,and the number of relevant indicators of online comment information is used as the explanatory variable.A large amount of real data related to the luggage on the Tmall mall is collected and processed,and the model is constructed.Descriptive statistical analysis,correlation analysis,multiple regression analysis,etc.to study the impact of online reviews of Tmall store luggage on its sales.The research results show that the amount of high-frequency evaluation information such as "good quality","cheap","fast logistics","color praise","good service attitude",and "good delivery" in Tmall's online luggage review information Sales have a significant positive impact.At the same time,the interactive items of "good quality" and "good service attitude" also have a significant positive impact on luggage sales.This shows that online shopping consumers pay more attention to product price,quality,color,customer service attitude and delivery speed.This is in line with the logic that we usually think of good quality,sales increase,and poor quality,sales decrease.In the online shopping of luggage,consumers are more concerned about the color of the luggage than the style.The positive impact of general comments,follow-up comments,pictures,videos,"style tide","style beauty" and other commentary information on the online sales of luggage is not significant.However,the amount of high-frequency evaluation information on the negative information "average quality" in the online review information of the luggage on Tmall.com has no significant effect on the luggage sales.This shows that the negative evaluation information("average quality")in the online sales process of luggage is not very affecting consumers to purchase the product.Online review information greatly affects product sales.Consumers will pay attention to product review information on the online platform before buying.Different product online review information will have different effects on product sales.