Research On The Spillover Effect Of UGC On The Sales Volume In Social E-commerce

As the rapid development of mobile Internet,mobile payment and the large data,the spread of the social e-commerce based on social relations arises at the historic age,a lot of experienced consumers post their consumption experiences of goods or service under different motivations in social e-commerce platform.To some extent,these posts influence the purchase decisions of potential consumers,and thus affect the sales of goods or services in traditional e-commerce platform and social e-commerce platform.This is the spillover effect of UGC in social e-commerce.While seizing the opportunities of the development of social e-commerce,enterprises can improve their brand reputation and sales volume,so as to improve their performance.Based on the marketing theory,this thesis makes a research on the spillover effect of UGC on the sales volume in social e-commerce by collecting network data from Taobao and Kaola.Centering on this topic,the research carried out in the following two aspects: First of all,we use the data mining tools to collect relevant data from traditional and social e-commerce platform,then we figure out the posts' emotion by emotional content analysis module from Baidu API in python language,and take a regression test to verify the proposed hypothesis.Secondly,we came up with two single-factor inter-group experiments to further verify the authenticity and validity of several hypotheses.The empirical results shows: Firstly,In content social e-commerce platform,the number of recommended posts and the favorite number of recommended posts have a significant positive impact on the sales volume within this platform.Secondly,the sales volume and the number of recommended posts in contend social e-commerce have a significant positive spillover effect on the sales volume in traditional e-commerce platform.It implied that,influenced by the number of recommended posts and sales volume in this platform,social e-commerce users are able to make purchase in traditional e-commerce platform when they browsing posts.Above all,we concluded that enterprise should not ignore the posts in social e-commerce platform when they popularize their goods or services so that enhance the core competitiveness of themselves.