Title: Research on the influence of online consumer evaluations of solid wood furniture for product sales volume on Taobao

Authors: Ying Li; Yue Zhao; Hesi Pan; Zongli Zhang

Addresses: School of Management and Economics, Northeast Forestry University, No. 26, Hexing Road, Harbin 150040, China ' School of Management and Economics, Northeast Forestry University, No. 26, Hexing Road, Harbin 150040, China ' School of Management and Economics, Northeast Forestry University, No. 26, Hexing Road, Harbin 150040, China ' School of Management and Economics, Jiamusi University, No. 148, Xuefu Road, Jiamusi 154002, China

Abstract: Online consumer evaluation has been considered as an important medium for consumers to obtain product information and assisting in making purchasing decisions about related products. By collecting and analysing sales information of solid wood furniture and online consumer evaluations on Taobao, it can be found that the number of evaluations, the average word of evaluations and emotional tendency have significant influence on sales volume. The three influencing factors are chosen to make logistic regression analysis with the sales volume. It can be concluded that the high sales relates positively to the number of evaluations and the average word of evaluations, the average word of evaluations has a greater impact on sales. Finally, key recommendations were highlighted to help promote sales volume growth in e-commerce platforms and to build a favourable online shopping environment. This paper takes furniture as the research object, which is more targeted and of practical significance.

Keywords: online consumer evaluations; solid wood furniture; sales volume; correlation analysis; logistic regression analysis; online reviews; consumer reviews; Taobao; e-commerce; electronic commerce; online shopping.

DOI: 10.1504/IJSOI.2017.081510

International Journal of Services Operations and Informatics, 2017 Vol.8 No.3, pp.201 - 217

Received: 20 Feb 2016
Accepted: 12 Sep 2016
Published online: 10 Jan 2017 *

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