Electronic Words of Mouth of Search Goods and Experience Goods on Amazon

• Main Authors: CHANG, YU-TING, 張玉婷
• Other Authors: CHENG, CHUN-YUN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7qwg75

碩士 === 東吳大學 === 企業管理學系 === 107 === People in modern society always live a fast-paced life. Online shopping has already become an emerging shopping style. As a result, competition among e-commerce platforms has intensified, and how to grasp the hearts of consumers has become the most important thing. Even though online shopping is quite common, many consumers still have doubts about it. Unlike shopping with physical channels, consumers can not see and touch the product in person online. Therefore, consumers refer to online review Purchasers share the experience on the online platform, and this spontaneous sharing is an online review which enables consumers to have a clearer understanding of the advantages and disadvantages of the product. However, electronic word of mouth(eWOM) has become a key factor influencing product sales. This article divides the online review into two parts, one is the rating of the product, and the other is the content of the consumer's review, then explores the impact of both on product sales and product sales growth rate. To analyze the sentiment of content is using Python's TextBlob to understand whether the comment is positive or negative. In addition, search goods and experience goods are added as interference variables, and regression analysis is used to verify the hypotheses. The results of this study show that online reviews of search goods have a positive impact on product sales, but online reviews of both have no significant impact on product sales growth rate.