附录B 外文原文
Research on the Influence of Online-shopping Additional Reviews on Product Sales of Search Commodity and Experience Commodity
Xintong Zhang, Chong Zhang*, Jingyi Wang
Department of Information Science, Beijing Language and Culture University, Beijing,100089, China
Abstract
This paper explored the impact of online-shopping additional reviews on sales of search and experience commodity from five perspectives: proportion, length, emotional attitude tendency and time interval. The result shows that the proportion, length, and the emotional attitude tendency of the online-shopping additional reviews have a positive impact on both sales of search commodity and experience commodity. What is more, the number, length and the emotional attitude tendency of online-shopping additional reviews have a larger impact on the sales of experience commodity.
1. Introduction
Online reviews solve the problems that consumers cannot know the quality and appearance of commodities when shopping online. However, many profit-seeking businesses use dishonest means to get fake favorable reviews which greatly reduces the reference value of online reviews. Therefore, Ecommerce platforms have introduced 'additional reviews'.
This paper selected search and experience commodity as objects, explored how the proportion and length of additional reviews, their emotional attitude tendency and the time interval will affect the sales of the objects. The following are the main contents of the study:
1. Select representations for search and experience commodity by combing the previous studies.
2. Perform word segmentation on additional reviews, build an emotional dictionary based on samples, distinguish emotions of reviews, and finally get the emotional attitude tendency.
3. Analyze the differences in number, length, emotional attitude, and time interval of reviews between search and experience commodity, and then figure out how these factors can influence the sales of various products differently.
4. Finally, give scientific and objective suggestions to businesses and consumers.
2. Overview of Related Theories and Hypothesis
2.1. Online Reviews
The author found that related studies mainly start from three aspects: formation, contents, and influences of reviews by studying the domestic and foreign essays about online reviews. Main results are as follows: Ennew and Binks (1999) explored and analysed commentators motivation and found that the reasons to make reviews are to express emotions, protect economic interests, prevent risks and improve themselves [1]. As for the influence of reviews, many studies have shown that online reviews will affect the sales of products and consumers purchase decision-making. For example, Shujiang Zhu took Taobaos online reviews of clothes as research object, found that for popular products, number of reviews with pictures, number of reviews, length of each review and the price of products have a significant positive impact on sales. While for non-popular products, only number of reviews with pictures and length of each review have a significant positive impact on sales [2].
2.2. Additional Reviews
Gradually, scholars begin to discover the importance of additional reviews and start to work on it. Wenhua Shi and Xue Gong studied the differences in the number of reviews, time interval, review length and emotional intensity between initial reviews and additional reviews based on different product types and prices [3]. Through questionnaire survey and information adoption model, Fang Tian made an empirical analysis by using statistical software, and found that higher brand familiarity, farther time interval and contradictory additional reviews have a more profound impact on consumers perceived usefulness, thus affect their purchase intention[4].
2.3. Product Type
From the perspective of information economics, Nelson divides products into two types-search commodity and experience commodity [5]. The characteristic of search commodity is that consumers can know the quality of products through objective attributes provided by merchants. While experience commodity needs actual personal experience and involves personal preference.
2.4. Product Sales
Sales volume generated by online transactions is relatively confidential. Therefore, some scholars have adopted alternative factors when they use product sales. For example, when Qiang Ye studied the influence of online reviews on hotel room sales, it was found that there was a certain linear relationship between the total number of reviews and the hotel online booking volume [6].
2.5. Proportion of Additional Reviews
Higher additional reviews ratio can give consumers more useful information, which will have a positive impact on the sales of products, and the additional reviews ratio of different products should be different. To sum up, we come to the following hypothesis:
H1: The proportion has a significant positive impact on the sales of search commodity
H2: The proportion has a significant positive impact on the sales of experiential commodity
H3: The impact of the proportion on the sales of search commodity is less than that of experience commodity
2.6. Length of Additional Reviews
Longer reviews always contain more information. They can help other consumers know more about products quality, service, logistics, etc. Hence, length of reviews has an impact on the sales volume. We can make the following hypothesis:
H4: The length has a significant positive impact on the sales of search commodity
H5: The length has a significant positive impact on the sales of experience commodity
H6: The impact of the length on the sales of search
剩余内容已隐藏，支付完成后下载完整资料
英语译文共 9 页，剩余内容已隐藏，支付完成后下载完整资料
资料编号：[589384]，资料为PDF文档或Word文档，PDF文档可免费转换为Word
以上是毕业论文外文翻译，课题毕业论文、任务书、文献综述、开题报告、程序设计、图纸设计等资料可联系客服协助查找。
