Research on Influence of Online Review Based on ELM Model on Sales of Beauty Products

摘要

At present, online reviews have an increasingly greater influence on consumer purchasing decisions. This article expands the review dimensions based on the ELM model according to the characteristics of the beauty products, and uses multiple regression analysis to explore the impact of online reviews on the sales of beauty products. The research conclusions show that there are significant positive effects on sentiment in terms of comment sentiment, number of reviews, and store credit in the core path; the number of image reviews and the number of collections in the peripheral path positively influence sales, while the number of reviews has a negative effect on sales. In addition, consumer characteristics and product characteristics play a regulatory role in the model.