A Research On The Influence Of Online Comments On The Sales Of Vacuum Cleaners In JD.com

As Internet becomes increasingly common around the globe,the vast majority of consumers choose to buy products they want on e-commerce platforms.However,compared with physical shopping,online virtual shopping makes it impossible for consumers to obtain product details information during actual shopping activities.As a result,product review becomes an important way for consumers to know every aspect of products and the services of seller,and it has also become the most important factor influencing consumers’ shopping decisions.Therefore,online merchants how to effectively manage user’s online comment content has become a key direction in its operation;and traditional e-commerce platforms how to build an efficient online review system for platform users and merchants is the challenge it faces.Starting from the Elaboration Likelihood Model,this article divides online reviews into central routes and peripheral routes.The eight key elements in online reviews: suction,noise,review-length,the number of pictures and the number of videos were categorized as central routes,while the number of reviews,review-emotion were categorized as peripheral routes.This article is based on the sample data of JD.com vacuum cleaner products,the Elaboration Likelihood Model,with reference to the Panel Vector Auto-regressive Model,constructed the influence model of online reviews and product sales,and studied the relationship between online reviews’ different data indicators and product sales.The study found that online reviews,such as central routes and peripheral routes,have a positive effect on product sales.Based on this,this paper puts forward optimization suggestions for JD.com platform and Internet merchants: the JD.com should highlight the number of comments and the number of pictures that have a positive impact on sales data;increasing the incentive for users to comment online;online merchants should strengthen the management and use of online comment areas,guide consumers to publish high-quality and effective reviews.