| With the development of the Internet,online shopping has been rapidly developed,onlinebookstores came into being.Online bookstores is not only have rich types of books,but alsocontains a large number of valuable online reviews.Online reviews is one of the mostimportant forms of online word-of-mouth, it can help buyers to understand the product orservice better and have a significant impact on consumers’ purchasing decisions.Online bookstores is selected as the research object in this article, we collect sales of thebooks and more than40,000reviews at Amazon.com to study the factors of influencing theonline bookstores’ sales. On the basis of previous studies, we build the product sales modewith product features and online reviews characteristics. According to the data findings wecan find out the correlation between products’ sales and the products’ information likehistorical sales rank and price discounts.We can also find out the correlation betweenproducts’ sales and reviews’ information like the average star reviews and the number ofonline reviews.In order to study the influence of online reviews variables on book sales we introduceproducts age, product prices and other commodities characteristic variables as controlvariables.We build different regression models to verify the effects that affect books sales andcompare different online reviews characteristics’ impact on books sales. The results show thatreviews average star have no significant impact on product sales. The total number ofconsumer reviews and the recently consumer reviews significantly affect the product sales,The online reviews published in the same period have different effect on product sales, thenumber of4-star,2-star reviews and1-star reviews have a positive and significant impact onbook sales, the number of other star reviews have no significant impact on book sales.Finally, we can draw the conclusions of this study according to the results of dataanalysis and give suggestions to the WOM marketing of online bookstores. |
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