Abstract

To explore the influence mechanism of product attribute characteristics contained in online reviews on users' purchase decisions can provide decision-making basis for the improvement of products and services of e-commerce enterprises. Based on the previous empirical research and management practice, we put forward the hypothesis that each product attribute in e-commerce online reviews affects product sales, and use the method of panel data modeling to explore the influence mechanism and degree of each product attribute in online reviews on product demand. The results show that there are significant differences in the influence mechanism and degree of different attributes on product demand. In apparel e-commerce, users pay most attention to the size attribute characteristics of products. This study can guide e-commerce enterprises to improve their products and services.

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