Research On The Factors Affecting Sales Volume Under The Promotion Of The Online Retailers

The development of the Internet and the progress of technology have promoted the prosperity of online shopping.In order to scramble for the customer resources and create the growth point of traffic,various online retailers launch promotional activities constantly,such as the "618 Quality Carnival" of Jingdong,the "Double 11" Shopping Festival of Tmall,the "the National Shopping Festival" of Suning.com,and the "Peach Flower Festival" of Lefeng.On the day of the shopping festival,each platform would stimulate consumption with different discounts and special offer.Among them,the most influential promotion is the Tmall "Double 11" Shopping Festival.Determining the reasonable stock levels and discounts has become an important problem for online retailers.Research suggests that,sometimes,increasing discounts and reducing commodity prices excessively in promotions would negatively affect the sales volume of some commodities on that day.Thus,based on the sales data and historical sales information for five kinds of commodities in Tmall "Double 11" at 2016,the factors affecting the sales volume of all kinds of commodities on that day were studied by using the methods of web crawler,factor analysis and regression analysis.The results display that the quality,popularity,service,discount intensity,prices on that day and negative feedback rate have different influences on the sales volume of different kinds of commodities.For example,the quality score impacts the sales volume of high-end goods more significantly,the influence of popularity is more significant to the low involvement goods,the consumers are more sensitive to discounts on higher priced goods,and the marginal utility of discount intensity increases progressively with the growth of usage period of commodities.It has been proved that,as the commodity prices rise,the impact of price on sales volume changes from negative to positive,also the price,sales volume and negative comment of commodities could regulate the sales volume in "Double 11".