Study About How Online Reviews Influence The Sales Volume Of Agricultural Products In B2C Environment

As an agricultural country, China often confronts with the problem that surplus of agricultural products in one place and shortage of that in another place. The emergence of the B2 C e-commerce model provides solutions to the problem. Therefore, the study about how online reviews influence the sales volume of agricultural products in B2 C environment is of great significance.Through literature review, the thesis analyses the overseas and domestic research status of online reviews, and further makes clear the research direction of this thesis. Based on the theories of the availability and diagnosability of information and consumer behavior, the thesis proposes the research hypothesis and builds the theoretical model of how online reviews influence agricultural products sales volume. There are five independent variables influencing agricultural products sales volume in the model: the amount of online reviews, the mean value of online reviews and the direction of online reviews and one dependent variable is the increment of agricultural products sales volume. Taking "I buy net" for example, the thesis makes empirical analysis. Considering that agricultural products category affects sales volume, so the thesis divides agricultural products into six categories: vegetables, fruits, meat and egg-laying poultry, seafood, rice and dry goods. The thesis uses Meta Seeker kit to respectively collect six categories Cofco "I buy net" agricultural products online reviews’ data for correlation analysis and multivariate linear regression analysis, thereby verifying whether independent variable influences the model significantly, and then determine the main variables affecting the agricultural products sales volume.It is found that the amount of online reviews has significantly affects agricultural products with low price, while the effect on the high price ones is not significant. The effect of online reviews’ mean value on agricultural products sales volume is not significant. Praise review have a positive effect on agricultural products sales volume; bad review have a negative effect on agricultural products sales volume; medium review’s effect is not significant. Finally, based on the research conclusions, the thesis makes corresponding marketing strategy recommendations for B2 C enterprises.