The Effect Of Perceived Value Of Handmade Product On Product Sales

In recent years,handmade products have become popular at home and abroad,which is called the "handmade revolution".The development of e-commerce platform adds a boost to the "revival" of handmade products: artisans gather on e-commerce platforms to sell a wide range of handmade products with considerable sales volume.With the rapid development of handmade products,there is a lack of research in academia: only a few scholars attempted to explore the transfer of ikea effect in handmade products and explore the reasons why handmade products attract consumers.As the main decision-making basis for consumers to conduct online shopping,online comments and firm generated contents are the main information sources for consumers to form perceived value.Existing studies have studied the impact of online reviews and firm generated content on product sales respectively,but no studies have focused on handmade products,and the impact of perceived value information of handmade products on product sales has been studied by combining the two.Based on previous studies,this paper makes use of the real data on the e-commerce platform to conduct a comprehensive study on the perceived value of handmade products to explore the dimensional composition of the perceived value of handmade products and analyze the impact of perceived value information of handmade products contained in online reviews and firm generated contents on product sales.At the same time,the differences of perceived value of handmade products among consumers on different e-commerce platforms are compared.In this paper,Python was used to capture the real data of 57 handmade products on the e-commerce platform of handmade products at home and abroad within 27 days,and 275049 pieces of online reviews containing various dimensions of the perceived value of handmade products were processed.According to customer perceived value theory and other theories,the key factors of perceived value of handmade products are extracted from massive reviews at the individual level of consumers through online Chinese word segmentation,high-frequency vocabulary statistics and other methods,and the multidimensional theoretical model of perceived value is constructed.Meanwhile,by comparing and analyzing the differences in the degree of consumers' attention to the perceived value of handmade products in different dimensions on domestic and foreign professional and non-professional e-commerce platforms of handmade products,and it is found that consumers of professional handmade products e-commerce platform pay more attention to the emotional value of handmade products than consumers of nonprofessional handmade products e-commerce platform.Combined with the consumer data of professional e-commerce platform of handmade products,it is concluded that consumers with higher preference for handmade products are more concerned about the emotional value of handmade products.This study aggregates the research from the individual level to the product level by counting the number of positive and negative comments that contain the key factors of each dimension of perceived value.Combined with online review and firm generated content,the influence model of three dimensions of perceived value on product sales volume is constructed.In addition,the panel model is built to analyze the different effects of perceived value variables on product sales.At the same time,by comparing domestic and foreign non-professional and professional ecommerce platforms of handmade products,the differences in the promotion effect of different dimensions of perceived value on product sales volume are obtained and it is verified that compared with consumers of non-professional handmade products ecommerce platform,for consumers of professional handmade products e-commerce platform,the quantity of emotional value positive reviews plays a more significant role in promoting product sales.Finally,this paper summarizes and analyzes the reasons for the great differences in the development of domestic and foreign e-commerce platforms for handmade products.The research results are of reference significance for the establishment of the theoretical model of the perceived value of handmade products on product sales,and have certain guiding role for the e-commerce sellers of handmade products to maintain online reviews,improve the firm generated contents and promote sales.