Moderating effect of brand reputation on network sales of agricultural products——Based on analysis of online comments

doi:10.14088/j.cnki.issn0439-8114.2020.05.030

Abstract

Abstract: ： Based on the survey data of 10 223 reviews on long-grain rice in Jingdong Mall, the effects of online custom reviews（OCRs） on product sales were analyzed. A factor model of long rice sales were set up to study the effects of brand reputation on product sales and verified by the actual crawler data. The results showed that the brand with high reputation had more significant regulating effect on the comments polarity, while the brand with low reputation had more significant regulating effect on the high-frequency words of product attributes. It provides a theoretical basis and method for online sales of agricultural products and online customer comment processing. It suggested that enterprises and e-commerce platforms need to develop differentiated strategies of product sales according to the brand and development process.

Key words: comment characteristics, brand reputation, agricultural products sales, regulatory effect

CLC Number:

F323

GUO Min, ZHOU Ya-xin. Moderating effect of brand reputation on network sales of agricultural products——Based on analysis of online comments[J]. HUBEI AGRICULTURAL SCIENCES, 2020, 59(5): 152-156.

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