| With the increasing popularity of the Internet,online shopping has become the preferred way of shopping for many consumers.However,the virtual nature of online shopping leads consumers to be unable to fully understand the commodity information in the process of purchasing.At this time,online reviews published by purchasers become an important way for consumers to understand the characteristics of goods and business services,and a "right hand" for consumers to make purchasing decisions.Therefore,for e-commerce enterprises,how to build an effective online comment system has become an important issue.For online businesses,how to effectively manage online reviews is also an important issue in their operation process.Based on this,this paper studies the online comment data of Jingdong Mall,explores the relationship between online comment indicators and sales volume,and accordingly puts forward targeted management suggestions for Jingdong Mall and online merchants.Most of the existing studies divide products into experiential products and search products.For search products,consumers can judge the quality of products by online reviews,so online reviews have a greater impact on the sales of search products.Therefore,this paper only studies the relationship between online reviews and sales for search products.U-disk is a search product,so this paper takes U-disk as the research object to empirically study the online commentary data of U-disk in Jingdong Mall.According to the research needs,the selected independent variables are: number of reviews,rating,exposure number,video singular number,thermal rating(the sum of reviews after each comment tag).The dependent variable is sales ranking,and the control variable is price,capacity and brand reputation.Through collecting the online comment data,brand,price,capacity and sales ranking data of the top 1000 U-disk vendors in Jingdong Mall,correlation analysis and multiple regression analysis were used to study the relationship between the index of online comment of search products and sales.The study found that the number of photos,the number of reviews,video singularity,thermal evaluation,brand reputation and capacity had significant positive effects on the sales of search products,while the favorable rating had no significant impact on the sales of search products,and the price had a negative impact on the sales of search products.Based on this,it is suggested that Jingdong Mall improve the display mode of online comment indicators,highlight the indicators which have significant positive impact on sales,such as video sheets,number of comments,etc.Improve the incentive mechanism of online comment to stimulate consumers’ enthusiasm to publish online comment in Jingdong Mall,and include the quantity and quality of online comment in the evaluation scope of businesses,so as to cause businesses to online comment.The importance of comments.It is suggested that businesses strengthen the management and utilization of online comments,not only encourage consumers to make online comments,but also guide consumers to make effective comments. |
