A Comparative Study into the Impact of Initial and Follow-on Online Comments on Sales

Abstract

Abstract:

As online comments have been more and more taken seriously in recent years, major online shopping platforms begin to roll out the function of follow-on comments. To compare the effects of initial online comments and follow-on comments on the merchandise sale volume, a return equation model based on the real data is constructed to test the hypotheses in which the emotional tendencies, the quantity and the length of online initial comments and additional comments are considered as independent variables, and the merchandise sales are considered as dependent variable. The conclusions are as follows:the sales are significantly positively affected by the emotional tendencies of initial online comments and follow-on comments and the quantity of online initial comments. Also the emotional tendencies of online additional comments have a greater impact on sales compared to initial comments.

Key words: initial online comment, follow-on online comment, emotional tendencies of comment, merchandise sales

Shi Wenhua, Wang Lu, Sheng Na, Cai Jialong. A Comparative Study into the Impact of Initial and Follow-on Online Comments on Sales[J]. , 2018, 30(1): 144-153.

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