Research On The Effectiveness Of Online Word-of-mouth Of Experience Commodity

With the popularity of the Internet and the development of information technology,online word-of-mouth has become an increasingly important role in the development of purchasing decisions for users.It has become an effective basis for users to consume,especially for experiential products.Compared with search-type products,experiential product information is difficult to obtain accurately from e-commerce websites,so users often make purchasing decisions based on online word-of-mouth of products.This paper uses empirical analysis methods to study the effectiveness of online word-of-mouth on an e-commerce clothing website.Firstly,based on the empirical analysis and theoretical research of the predecessors,the hypothesis of the online word-of-mouth influence factors of the user's purchase decision is proposed.Then,in the process of acquiring the online word-of-mouth feature of the experiential commodity,the online reputation is preprocessed by the LSTM neural network model.The word-of-mouth emotional polarity extraction and the negative word-of-mouth attribute feature extraction are used to obtain the text information features of online word-of-mouth.Finally,through the pre-processing classification results and the order data,the cross-section data model and the panel data model are analyzed to verify the hypothesis proposed in this paper,and the online word-of-mouth factors affecting the user's purchase decision are obtained.The empirical results of this paper show that online word-of-mouth of experiential products can have a significant impact on user purchasing decisions.In the cross-section data model,the positive reviews ratio,the review difference,the page problem ratio,the delivery problem ratio,and the commodity type have no significant effect on user purchasing decisions.The quality problem ratio,the customer sercive ratio,the subjective problem ratio and the review timeliness and the average text length have a significant negative impact on the user's purchase decision.The number of review and the commodity price have a significant positive impact on the user's purchase decision.the commodity season have a significant impact on the user's purchase decision.The panel data model is slightly different from the above results.The product life cycle is introduced into the panel data model.The results show that the characteristics of the model have a more significant impact on the user's purchasing decision.The life cycle level can greatly influence the online word-of-mouth decision-making for users Effectively.In the panel data model,the positive review ratio,the review difference,the quality problem ratio,the customer sercive ratio,the subjective problem ratio,the number of review,the average text length,the commodity type,the commodity price and the user's purchase decision have similar conclusions with the cross-sectional data model.There is a significant difference in the page problem ratio,the delivery problem ratio,and the review timeliness.This also illustrates the impact of the product life cycle on the effectiveness of online word-of-mouth on user purchase decisions.This paper introduces the influence of commodity life cycle and negative word-of-mouth attribute characteristics on the impact of online word-of-mouth on user purchasing decision-making,and enriches the theoretical research on the effectiveness of online word-of-mouth through cross-sectional data model and panel data model,and also shows the difference in the life cycle of goods.At the stage,merchants should develop marketing strategies for the different effects of online word-of-mouth.