| With the continuous increase in the popularity of the Internet,the traditional way of dissemination of information has undergone tremendous changes.In terms of online shopping,online reviews have become an important medium for consumers to obtain product information before purchase,which has an important impact on consumers' purchase decisions.This makes online reviews an advantageous way for companies to communicate with customers and increase product sales.Therefore,researching the influencing factors and mechanisms of online reviews on online retailer's product sales and the evolution of these influences in different stages of the product lifecycle can help online retailers deepen their understanding of online reviews,with important theories and realities' significance.Based on the empirical research paradigm,the dissertation studies the influence of two sources of online reviews on the sales of online retailers.First of all,through sorting out and summarizing related literature on online commentary research at home and abroad,and on the basis of drawing on past research results,we discussed factors that need to be considered when studying the impact of online reviews on sales,and analyzed the possible sales of these factors.Secondly,select the sales ranking as the dependent variable of the study,select the number of reviews,review valence,and review differences as dependent variables,select the product type,publication time,and selling price as control variables,and establish the concept of the study based on research issues model.Afterwards,using professional design data grab programs,Dangdang.com and Douban.com captured the product's feature information and online review data,and then collated the collected data.Finally,the fixed-effect regression model was used to perform regression analysis on the sample data of this paper.After empirical research,it is found that online reviews from different sources do have statistically significant effects on product sales.The online retailer's internal online reviews have an impact on product sales.Among them,the number of reviews has a significant positive effect on product sales,review differences have a significant negative impact on sales,and the impact of review valence has no significant effect;comments by third-party reviewers' quantity and review valence have a significant positive effect on the sales of products,and the difference in reviews has a significant negative impact on product sales.Moreover,the impact of online reviews on sales volume is gradually weakened with the product life cycle.When products are in the early stages of the product life cycle,the impact of the number of reviews,review valence,and commentary differences is significant,and when products are in the middle and later stages of the life cycle,Dangdang commentary,only the number of reviews also played an important role,and for comments on Douban.com,only the scores of the comments still have a significant impact.The research of the thesis enriches the relevant theories in the field of online commentary,and provides suggestions for how online retailers can use online reviews to increase sales. |
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