| Benefiting from the development of cold chain logistics,e-commerce of fresh products has also been developing rapidly in recent years.At the same time,The number of comments online is also increasing.Consumers often refer to the online reviews provided by e-commerce platforms in order to reduce uncertainty in the online purchasing process.Since fresh agricultural products are inherently perishable and not resistant to storage,online reviews play a more important role in reducing consumers’ perceived risk and increasing their willingness to purchase compared to other commodities.In view of this,this study selects Yantai apples on the Jingdong platform as the research object and attempts to explore the impact of the characteristics of online reviews on fruit e-commerce sales,aiming to provide more sales suggestions for merchants and also better promote the development of agricultural e-commerce.Through reviewing and organizing the existing literature,the theoretical model on the influence of online reviews on the sales of fresh produce is established based on the theory of consumer purchase decision,consumer information search theory and perceived risk theory,using literature research method,systematic analysis method and empirical analysis method;and using this framework,the number of total reviews,the number of video-based reviews,the depth of reviews,the validity of reviews,the price,and the question-and-answer online reviews are selected as the key factors.In this framework,total number of reviews,number of video-based reviews,review depth,review validity,price,and Q&A online reviews are selected as independent variables to control the price of products,and Q&A online reviews are used as moderating variables to investigate whether Q&A online reviews play a moderating role in the influence of traditional online review features on product sales.This paper uses Octopus software to collect data related to Yantai apples on the Jingdong platform,and finally retains 1,661 valid data after screening and de-weighting.Finally,descriptive statistical analysis,correlation analysis,regression analysis and moderating effect analysis were conducted on the 1661 collected data.For the possible heteroskedasticity,logarithm and centrality were used in processing the data so as to optimize the model.The empirical study found that the number of total reviews,review depth and video-based online reviews all contributed significantly and positively to fresh produce sales,indicating that the richer and more detailed the information contained in online reviews,the stronger the effect of reducing consumer perceived risk.Emotional tendency of text is also positively correlated with sales.The emotional tendency of text represents the writer’s satisfaction with the product,and the higher the score,the more effective it is in reducing the perceived risk of potential consumers.Also for the effect of traditional online reviews on sales,the number of feedback from Q&A online reviews plays a positive moderating role.This paper also conducts a preliminary study on text reviews of Yantai apples,and understands consumers’ attention to each attribute of apples through high-frequency words,and finds that among quality attributes,sensory attributes,price attributes,service attributes and brand attributes,consumers pay most attention to quality attributes and service attributes.Finally,this paper puts forward four countermeasure suggestions.The first is to strengthen product quality supervision to ensure the quality of agricultural products;the second is to make use of the location factor to shape the core value of the brand;the third is to expand publicity channels to improve the visibility of advantageous varieties;the fourth is to improve the whole process of product sales services;the fifth is to pay attention to the management of online comments,such as improving the comment incentive mechanism and paying attention to the management of Q&A online comments,etc. |
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