Abstract
This paper proposes an SFNN (a sales factor model using a neural network), which uses a back-propagation multilayer perceptron neural network and weight matrix operation, to study the mechanism of the influencing factors of online product sales in the e-commerce platform. To achieve this objective, this study analyzes the factors and relative strength of online product sales based on four aspects: online reviews, review system curation, online promotional marketing, and seller guarantees. The empirical analysis of the SFNN model based on the data of Taobao.com shows whether the 14 factors, in relation to the four aspects, have any impact on product sales. In addition, the findings indicate that the number of sentiment words greatly affects product sales. Other factors affecting online product sales significantly include the review volume, the number of uploaded pictures, the negative review rate, the discount rate, 7+day returns and money-back guarantees, and the freight insurance. This study examines the interactions among the various factors affecting product sales on the e-commerce platform and provides management inspiration for e-commerce enterprises to manipulate online reviews, undertake effective promotion and fulfill after-sales promises.
Highlights
With the rapid development and the associated progress of society, online shopping has become an integral component in satisfying people’s daily consumption requirements
Those research are relatively single-spread, and combining these four aspects for research and discussion remains uncommon. Given these limitations and challenges, this study suggests the SFNN model to analyze the factors that influence product sales based on four aspects, online reviews, review system curation, online promotions, and seller guarantees, to better understand customer demand, which in turn contributes to enterprise performance
VARIABLE MEASUREMENT The output variable of this study is online product sales, which refer to the cumulative sales within 30 days of the single product page been displayed on the e-commerce platform
Summary
With the rapid development and the associated progress of society, online shopping has become an integral component in satisfying people’s daily consumption requirements. To the report, online shoppers accounted for 69.1% of total Internet users [3] This phenomenon can be attributed to the fact that customers find it extremely convenient to obtain a large amount of product information via the Internet; in addition, the diverse factors affecting customers’ purchase decisions are gaining momentum [4], [5]. Customers are increasingly paying more attention to factors such as online reviews., especially review valence and the number of images. Such information plays a key role in eliminating the uncertainty faced by customers prior to the actual purchase [6].
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
