Research On The Impact Of Numerical Features And Textual Features Of Online Reviews On Online Product Sales

The rapid advancement of information technology has led to the surge of ecommerce and online shopping has become consumers’ major ways of shopping.However,when shopping online,consumers can’t comprehensively know the information of product like in offline and they often rely on online reviews to make purchasing decision.Consequently,Online platforms and merchants attach great importance to online reviews which have also arouse scholars’ research interests.In extant literature,how the numerical features of review such as volume,rating,etc.affect the sales of product does not reach to an agreement.What’s more,consumers not only pay close attention to numerical features of online reviews,but also check the textual features of it.With the development of sentiment analysis technology,studying how the textual features of online reviews——the strength of reviews’ sentiments affect the sales of product is of great theoretical and practical significance.Selecting large domestic e-commerce platforms – JD Mall as the object model,this paper chooses search product——online television as the research object,which collect the data of the 76 online television products 760 reviews on the numerical data information and 15,200 items of real comment textual information from April 5,2021 to June 7,2021.Base on pervious research,this paper select review’s numerical features——review’s volume,thermal reviews,customer favorable rating and review’s textual features — — the review’s emotional intensities as the independent variable,price as the control variable,brand strength as the moderating variable to study how online reviews affect the product sales.This paper found that review’s volume and thermal reviews had significant positive effects on the product sales,while the customer favorable rating had no significant impact on the product sales.The relationship between review’s emotional intensity and product sales is an inverted U-shaped relationship,meaning that extreme strength review’s emotional intensity can suppress product sales while moderate strength of review’s sentiments can promote product sales.Brand strength can moderate the relationship between review’s volume and thermal reviews and product sales,which can enhance the impact of review’s volume and thermal reviews on product sales.Finally,this paper provides managerial suggestions for e-commerce platform and online merchants according to research result.