Research On The Impact Of Supplemental Reviews On Product Sales

The rapid growth of mobile payment and express delivery business has strongly supported the development of e-commerce industry.Online shopping has become one of the main ways of people’s daily consumption.Because of the lack of real experience and the inability to perceive the real quality of products.Consumers usually browse online reviews before making purchase decisions,and take the information from online reviews as an important basis for whether they buy or not.The prior researches on the impact of online reviews on sales mainly focuses on the volume,valence,and sentiment analysis of online reviews.The appearance of supplementary comments has aroused the attention of scholars.At present,domestic and foreign research supplemental reviews mainly focuses on the comparative study between supplemental reviews and initial reviews,perceived usefulness of supplemental reviews,as well as the impact of supplemental negative reviews on product sales.However,it is unclear how the volume and feature sentiments of supplemental reviews affect product sales.Therefore,this paper attempts to conduct a fine-grained mining of review contents,conduct a further research on the above issues by construct a new model.This paper is divided into two parts.The first part is features classification and sentiment analysis,and the second part is regression analysis.Feature classification and sentiment analysis in supplemental reviews.Based on the real review corpus,from the perspective of consumers,this paper classifies the participants in e-commerce activities,and then classifies the features in the reviews into three categories,including product features,service features and logistics features.We identify and extract the feature words by the nature language processing technology,and quantify the sentiments of three types of features to achieve the sentiment analysis on the features level.The impact of the volume of supplemental reviews and sentiments of their features on product sales.Based on the Theoretical model,this paper explores the impact of the volume and the sentiments of features in supplemental reviews on product sales,and take a comparative analysis with the impact of initial reviews.The experimental results show that the volume of both initial reviews and supplemental reviews has a significant impact on product sales,but the volume of initial reviews has a positive impact on product sales,while the volume of supplemental reviews has a negative impact on product sale.The reason is that the more negative reviews in supplemental reviews weakening the purchase intention of consumers.The sentiment of product features in both initial reviews and supplemental reviews have a positive impact on product sales.While the sentiments of service features in both initial reviews and supplemental reviews,as well as the sentiment of logistics features in initial reviews,have no significant impact on the product sales.The results of the research on the impact of supplemental reviews on product sales have certain practical significance.Relevant conclusions can guide businesses to sell better.By guiding consumers to make initial reviews and let them make reviews on important features.Then encourage consumers to make a positive review to their initial reviews by providing better after-sales service,in order to maintain the positive word-of –mouth of the product.