An Empirical Study On The Influence Of The Valence Of Initial And Additional Reviews On Sales

Online shopping has become a way of life for us.Online reviews play a huge role in how we shop online.Taobao introduced the ability to append comments in 2012.Due to the appearance of additional reviews,online reviews can be further divided into four situations according to the different emotional tendencies of the initial reviews and additional reviews:initially positive and additionally positive reviews,initially negative and additionally positive reviews,initially positive and additionally negative reviews,initially negative and additionally negative reviews.What effect do these mixed reviews have on sales?At present,when a store encounters a negative review,it will often push it to delete the negative review or change it to a favorable review by coercion and intimidation.So do businesses have a better way to deal with bad reviews?Under the above background,this paper crawled the data of the top 180 facial cleansers in Tmall by writing Python code,and conducted an empirical study on the impact of different combinations of initial and additional reviews on product sales.It is found that the initially negative and additionally positive reviews initially positive and additionally negative reviews has a significant negative effect on product sales.The time interval between initial review and additional review and the response of merchants have a moderating effect on the relationship between the initially negative and additionally negative reviews,initially positive and additionally negative reviews and the sales.In this paper,the study further added after review of the empirical study of the influence of product sales,has been clear about the four types including after review comment what is the impact on product sales,to verify the time interval of the initially negative and additionally negative reviews and the relationship between the sales plays a positive regulatory role business response to initially positive and additionally negative reviews combination and the relationship between the sales plays a negative role adjustment.The research of this paper also has important guiding significance to the reviews management of e-commerce merchants.This article reminds the merchants to pay more attention to the management of the evaluation,in order to reduce the proportion of the occurrence of additional bad evaluation.In addition,this paper provides an effective way of thinking on how to deal with the initially positive and additionally negative reviews.