Research On The Impact Of Online Reviews On The Sales Of Fresh Agricultural Products

As a traditional large agricultural country,China’s traditional agricultural production is organized and scaled down,showing a variety of agricultural production sources,price confusion and low quality of agricultural products,which makes the added value of agricultural products not high;Factors such as transportation,sales channels,and information asymmetry have caused the problem of excessive structural production of agricultural products to be prominent,showing the obvious phenomenon of slow sales of agricultural products.This not only severely inhibits the enthusiasm of agricultural product producers,but also promotes the loss of a large number of quality agricultural labor.With the proposition of the "Internet +" top-level design concept model,the Internet and traditional agriculture have been further integrated,and the fresh e-commerce industry has developed rapidly.This has to some extent made up for the shortcomings of the traditional agricultural product market and broke the restrictions of time and space,and consumers can use the network to conveniently and quickly consume fresh agricultural products online;and the e-commerce platform releases the vitality of the fresh agricultural products market through continuous innovation of the fresh food sales model,forcing upstream production to accelerate from the industrial chain link the pace of standardization,large-scale and intensive modern agricultural production methods,through the unified price and agricultural product quality standards,effectively improve the efficiency of agricultural producers.Therefore,it is of great practical significance to study the sales of online fresh agricultural products.At the same time,along with the continuous improvement of the online review mechanism of the e-commerce platform,a large number of online reviews of fresh agricultural products are also accompanied by it.Potential consumers attach great importance to online reviews and evaluate the quality and safety of fresh products by browsing product reviews to make purchase decisions.Through reviewing and sorting out the existing literature,this article uses Octopus Reptile software to collect relevant research data on Taobao ’s online reviews of fresh lemon products from Tmall’s flagship store,combining information availability,diagnostic theory,and risk perception theory and consumer purchase decision theory,put forward the theoretical framework of online review feature variables affecting the sales of fresh agricultural products based on awareness effect and persuasion effect;and construct independent variables with this framework,namely the number of reviews,the depth of online reviews on the first two pages,the proportion of additional comments,the proportion of uploaded pictures,preference differences,and comment valence,where the number of comments,the depth of comments,and the comment valence are used as the adjustment variables for preference differences to affect the sales of fresh lemons;price and store rating as control variables.Among them,the preference difference is analyzed through text analysis of online reviews to extract lemon feature words and words with sentiment tendencies,and classify attributes based on the scores of sentiment tendencies as an important research variable under the persuasive effect.Finally,Stata15 statistical software is used to select an appropriate econometric model to conduct an empirical study of the online review feature variables.Empirical research found that under the control of prices and store ratings,the number of online reviews has a significant positive effect on the sales of fresh lemon agricultural products.The more online reviews one day later,the higher the sales of lemon products.The percentage of uploaded images,comment valence and the depth of comments in the previous two pages,the proportion of additional comments,and preference differences all have a significant positive effect on lemon sales;the number of comments and the depth of comments are from a macro and micro perspective,respectively In the process of the influence of preference differences on the sales of fresh lemon agricultural products,it has a significant negative adjustment effect,which weakens the positive effect of preference differences on lemon sales;while the comment valence positively adjusts the preference differences on fresh produce The influence of lemon agricultural product sales has further strengthened the promotion effect of preference differences on fresh lemon sales.Based on previous researches,this paper explores the impact of online reviews of fresh lemons on sales,and improves the mechanism of online reviews based on awareness and persuasion effects on sales of fresh agricultural products.Although this study has certain limitations,it also has certain theoretical and practical significance.Finally,based on the above research conclusions,some countermeasures and suggestions are proposed for B2 C stores and e-commerce platforms,and provide certain reference basis for consumer decision-making to help merchants increase agricultural product sales.