The Research On The Influence Mechanism Of Online Reviews On Sales Of Rearch Goods

With the development of the Internet,e-commerce platforms have developed rapidly.Until today,the field of e-commerce has entered the Red Sea stage.The competition between the e-commerce platforms is very fierce,and the previous advantage of traffic is gradually disappearing.In this context,many sellers on Taobao is difficult to operate,and the sales of many sellers are very poor,which is more deadly for the sellers.Therefore,it is of great significance for this paper to study the influence mechanism on sales of goods on Taobao.In terms of research methodology,the author has compiled relevant literature from both domestic and international field,and adopted signal theory as the theoretical basis to explore the influence mechanism of online reviews,product characteristics and seller reputation on sales of search goods,and developed all the hypotheses of this paper.The authors then obtained the final empirical results by adopting descriptive analysis,correlation analysis,multiple linear regression analysis,and the test of moderating effects on a sample of 557 valid data obtained from Taobao.com.The results showed that the volume of positive reviews,the volume of additional reviews,product promotion and product popularity have a significant positive effect on the sales of search goods;the volume of negative reviews and price of goods have a significant negative effect on the sales of search goods;In addition,the study also found that the volume of additional reviews has a more significant effect on the sales of search goods than the volume of positive and negative reviews;the volume of negative reviews has a more significant effect on the sales of search goods than the volume of positive reviews;seller reputation has a positive moderating effect on the relationship between the volume of positive reviews,the volume of additional reviews,product popularity and sales of goods;seller reputation has a negative moderating effect on the relationship between the volume of negative reviews and sales of goods,while seller reputation has no moderating effect on the relationship between price of goods,product promotion and sales of goods.In this paper,the author explores the influence mechanism of online reviews,product characteristics and seller reputation on sales of search goods based on signal theory,which expands the application of signal theory.In addition,this paper highlights the importance of negative reviews and additional reviews,enriching the research results of online reviews.Finally,this paper innovatively verifies the moderating effect of seller reputation,which expands the scope of research on seller reputation.The realistic contribution of this paper is to propose targeted management strategies for the refined operation of sellers on Taobao in order to improve the sales of goods in the stores.