Abstract
As the new form of online reviews, supplemental reviews have attracted the attention of many scholars. Considering current studies do not take full consideration on the content of reviews, the study goes better maturely and thoroughly on all information in supplemental reviews. In detail, sentiments of supplemental reviews in terms of different features corresponding to product, service and logistics are quantitatively analyzed. Except for the sentiments of reviews, other important factors including the volume of supplemental reviews, price, and ratings are introduced into the designed log-linear regression model for estimation. To explore the impact of supplemental reviews on product sales, an empirical study is conducted. The selected product with high involvement is mobile phone covering 32 products. The related sales as well as initial reviews and supplemental reviews are crawled from tmall.com for experiments. The period of data is from July 5, 2018 to July 24, 2018. By regression analysis, the results show that the sentiments of product features in both initial reviews and supplemental reviews and the sentiments of logistics features in supplemental reviews have significant positive impact on product sales. The volume of supplemental reviews has a negative impact on product sales. Compared with initial reviews, the impact of sentiments of product features on sales in supplemental reviews is greater.
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Acknowledgements
We thank Tmall for providing plenty of products reviews. We also thank the project supported by Scientific and Technological Innovation Foundation of Dalian (2018J11CY009).
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Liu, H., Wu, J., Yang, X., Li, X. (2018). The Impact of Online Reviews on Product Sales: What’s Role of Supplemental Reviews. In: Chen, J., Yamada, Y., Ryoke, M., Tang, X. (eds) Knowledge and Systems Sciences. KSS 2018. Communications in Computer and Information Science, vol 949. Springer, Singapore. https://doi.org/10.1007/978-981-13-3149-7_12
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DOI: https://doi.org/10.1007/978-981-13-3149-7_12
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