Research On The Effect Of Initial And Additional Reviews On Online Sales Of Aquatic Products

With the widespread popularity of the Internet and the development and growth of ecommerce,China’s market scale in the field of fresh e-commerce is also developing and expanding,As a segment of fresh food e-commerce,the aquatic products e-commerce market has developed rapidly in recent years,which brings convenience to consumers,but also creates new problems.Since online shopping cannot directly perceive product quality,consumers will browse the online reviews of the product online before purchasing the product,and use the online review information as an important reference for purchase decisions.However,with so many online reviews,what do consumers focus on when shopping? What information about online reviews has an impact on aquatic product sales? To explore these questions,this thesis analyzes the text content of initial and additional reviews,and further study how the initial review and the additional review affect the sales of aquatic products.This thesis selects aquatic products in Jingdong fresh food channel as the research object,classifies online reviews into initial reviews and additional reviews,and proposes the research hypothesis of this thesis based on the combing of relevant literature and related concepts at home and abroad,combined with relevant theoretical foundations,and constructs a theoretical model with initial review characteristics and additional review characteristics as independent variables,reviewer’s membership level as moderating variables,price,posting days and store type as control variables,and the number of aquatic product reviews as dependent variables.Then with the help of Octopus collector to crawl the data related to aquatic products on Jingdong Mall,after data cleaning and text content preprocessing,through word frequency analysis,word cloud graph visualization and social network semantic analysis of the initial comment and additional comment content for text analysis,and the use of machine learning methods to obtain the comment sentiment data required for this thesis.Next,SPSS statistical analysis software is used to empirically analyze the influencing factors of aquatic product sales,and after variable assignment and model construction,descriptive analysis and correlation analysis are carried out on the research data in this thesis,and then the influence of initial reviews and additional reviews on aquatic product sales is explored by main effect regression analysis,and the moderating effect of membership level on the relationship between online reviews and product sales is explored by stratified regression analysis.Finally,based on the research conclusions,corresponding suggestions are put forward for merchants and platforms,and the shortcomings of this research and the areas where future research can be further improved are expounded.The results of the main effect regression analysis in this thesis show that the initial review length,additional review length,initial review sentiment score,initial review image video review rate and the time interval between initial and additional reviews have a positive impact on the sales of aquatic products,the additional review rate have a negative impact on the sales of aquatic products,while the additional review sentiment score and additional review picturevideo review rate do not have a significant effect on the sales of aquatic products.The results of the moderating effect analysis in this thesis show that membership level enhances the effects of initial review length,initial review sentiment score,initial review image video review rate and additional review rate on aquatic product sales.Therefore,based on the above conclusions,this thesis makes corresponding suggestions for Jingdong merchants and Jingdong platform.For Jingdong merchants,they should strengthen the management of online product reviews,encourage consumers to publish picture-video type reviews,and enhance the importance of additional reviews,pay attention to the problems reflected by consumers in the reviews and solve them in time;for the Jingdong platform,it should optimize the construction of logistics system,strengthen the management of product packaging,improve product quality control,improve consumer satisfaction,and optimize the reward mechanism and improve the form of additional comments.