Research On The Impact Of Additional Comments On The Sales Of Pharmaceutical Products On Cross-border E-commerce Platforms

With the rapid development of China’s pharmaceutical e-commerce industry,the sales volume of online pharmaceutical platform has risen sharply.In December 2019,China opened a large-scale cross-border e-commerce trade in medicine.In addition to the guarantees and guarantees given by the shopping platform as the basic conditions,online comments and more comprehensive,true and objective online additional comments have become an important reference basis for consumers to buy cross-border drugs.Based on attribution theory and fine processing possibility model,this paper discusses the impact of attributes such as the time interval between follow-up and initial evaluation in additional comments and the proportion of super members in follow-up comments on the product sales of cross-border pharmaceutical e-commerce platforms,and further considers the adjustment role of product type and product country of origin.This paper uses the fixed effect model to analyze the panel data of Alibaba Health International online review.The research results show that the impact of the initial follow-up review interval on product sales is not a simple linear relationship,but an inverted U-shaped relationship.The initial follow-up review interval has a positive effect on sales within 12.874 days,and has a inhibitory effect after exceeding.In the follow-up evaluation of pharmaceutical products on cross-border e-commerce platforms,the proportion of super members in the sales volume is not a simple linear relationship,but a U-shaped relationship.The proportion of super members in the follow-up evaluation is not conducive to the sales volume at low water levels,and can effectively promote the sales volume at high levels.Product types(divided into popular products and niche products)play a regulatory role in the time interval of initial follow-up evaluation and the proportion of super members in follow-up evaluation.The relationship between the initial follow-up evaluation interval of popular products and sales volume is U-shaped.Only a high-level initial follow-up evaluation interval can promote the sales growth of popular products;The curve of niche products is an inverted U-shaped relationship,and the initial follow-up evaluation interval is14.382 days,which can promote the sales of niche products.The proportion curve of super members in the follow-up evaluation of popular products and niche products is a U-shaped relationship.The proportion of super members in the follow-up evaluation of popular products promotes the sales after 0.185,and the proportion of super members in the follow-up evaluation of niche products promotes the sales after 0.381.The country of origin adjusted the time interval of initial follow-up evaluation and the influence of the proportion of super members in follow-up evaluation on sales.For the relationship between the time interval of initial follow-up evaluation and sales volume,American products have a U-shaped relationship,and the high-level time interval of initial follow-up evaluation can promote their sales volume;Australian products have an inverted U-shaped relationship,and only when the initial follow-up evaluation interval is within a certain range can it positively promote their sales;There is a significant linear positive correlation between New Zealand and Japanese products.The greater the initial follow-up time interval,the greater the growth of their sales volume;For the relationship between the proportion of super members and sales volume in the follow-up evaluation,the products of the United States and Australia have a U-shaped relationship.Only the proportion of super members in the high-level follow-up evaluation can promote the growth of their sales volume;The products from New Zealand and Japan have an inverted U-shaped relationship,and the proportion of super members in the follow-up evaluation can promote their sales within a certain range.Therefore,the cross-border pharmaceutical e-commerce platform should monitor the time interval of initial follow-up evaluation,the proportion of super members in follow-up evaluation and the changes of other attribute values in online additional comments,launch comments cash back,member points,gift exchange and other activities,and control the time interval of initial follow-up evaluation and the proportion of super members in follow-up evaluation,so as to effectively promote product sales.At the same time,for products of different product types and different source countries,adjust the activity measures and intensity of the platform according to the time interval of initial follow-up evaluation and the different U-shaped relationship and inflection point between the proportion of super members and sales volume in follow-up evaluation.