The Influence of Own-Product's Online Reviews on the Sales of Market Substitute Products

摘要

Whether and how online reviews of one commodity's homogeneous goods affect the sales of itself. By using multiple linear regression model, We find the number of reviews, the score of products, the percentage of positive or negative reviews, the number of words of reviews, and the level of the commentators do have impacts on the sales of product. We also find the online review valence and volume of itself have a positive impact on the sales of its own products, but the online review valence and volume of their market substitute products have a negative impact on the sales of its own product.