Research On The Impact Of Online Reviews On Online Travel Product Sales

With the popularity of the Internet and the continuous development of information technology,the way of information dissemination has undergone tremendous changes.As an emerging way of information dissemination,online commentary has a non-negligible influence in the purchase decision-making process of consumers.It has become an important source for consumers to obtain relevant quality information before purchasing products or services,causing consumers to purchase behavior and purchase.The great change of attitude;it is also an important channel for merchants and enterprises to obtain consumers’ experience of using related products or services,which has aroused widespread concern of merchants and enterprises and even domestic and foreign scholars.Therefore,studying the impact of online reviews on the sales of online travel products can help online travel websites and product suppliers deepen their understanding of online reviews and guide consumers to better comment on online travel products to increase sales of online travel products.Providing some suggestions has important theoretical and practical significance.This article takes the online travel products of Ctrip Travel website as the research object,and studies the influence of online comments on the sales of online travel products from the aspects of online comment quantity and online score.Firstly,the research background and research status of this paper are introduced.Secondly,according to the relevant research literature and theoretical basis,the corresponding research hypotheses are proposed and the theoretical model is constructed.Then,based on the collected data,based on the previous research hypotheses and theoretical models,online The research on the impact mechanism of tourism product sales includes three levels,namely,the main effect analysis of the factors affecting the sales of online travel products,the interaction effect analysis between sales factors,and the adjustment effect of product maturity on sales factors.Finally,the research conclusions are summarized for the analysis results,and suggestions are made for online travel websites and product suppliers,and the shortcomings of this research and future research prospects are expounded.The empirical analysis mainly adopts the quantitative analysis research method.Based on the research hypothesis and theoretical model of the online review of online travel product sales,the Python web crawler crawls the Ctrip travel website online travel product details.Take the number of products,the total number of comments,the number of negative comments,the number of comments,the number of additional comments,the scores of each item,the lowest price,the first comment time,etc.,the data is pre-processed and finally obtained on the Ctrip website.The basic information of 580 online travel products and online review data,and then using the regression analysis method of SPSS 22.0 software,based on the number of online reviews and online scoring,respectively,studied the impact of online reviews on the sales of online travel products.The three levels,namely main effect analysis,interaction effect analysis and regulation effect analysis,the main effect adopts stepwise regression analysis method,interaction effect and adjustment effect adopt hierarchical regression analysis method.Through the empirical research on objective data,the final conclusions are as follows:(1)In the main effect analysis of sales factors,the total number of comments,negative comment rate,picture comment rate,additional comment rate,itinerary score and score difference Both have a significant impact on the sales of online travel products.Among them,the total number of reviews,negative comment rates,and itinerary scores have a significant positive impact on online travel product sales.The picture review rate,additional comment rate,and score difference have significant sales of online travel products.(2)In the analysis of interaction effects between sales factors,there is a positive interaction between the total number of comments and the rate of image comments;(3)in the analysis of the adjustment effect of product maturity on sales factors,products Maturity has a positive effect on negative review rates,additional review rates,itinerary scores,score differences,and sales.