Analyzing Impacts of Brand Reputation on Online Sales Based on Massive Commodity Reviews and Brand
Liu Lina1,2,4, Qi Jiayin2,3(), Zhang Zhenping5, Zeng Dan1
1School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China 2Key Laboratory of Trustworthy Distributed Computing and Service (BUPT), Ministry of Education,Beijing 100876, China 3School of Management, Shanghai University of International Business and Economics, Shanghai 201620, China 4School of Ethnic Minority Education, Beijing University of Posts and Telecommunications, Beijing 100876, China 5School of Science, Beijing University of Posts and Telecommunications, Beijing 100876, China
[Objective] The paper studies the impacts of brand reputation on the online sales volume of commodities. [Methods] First, we retrieved the sales data of mobile phones from Jingdong Online Mall. Then, we used conjoint analysis to calculate the online reputation of commodities with the help of natural language processing and machine learning technologies. Third, we built a model to explore the impacts of brand competitiveness and its country-of-origin on sales. [Results] We found that brand competitiveness was an important factor influencing the sales of commodities. Online reputation increased the impact of brands’ competitiveness, and brand awareness weakened the impacts of brand country-of-origin. [Limitations] The paper only analyzed the search products, which did not include the experience products. [Conclusions] The online reputation calculated by the proposed method enhances the impacts of brand competitiveness on sales. This study could help e-commerce platforms improve their online reputation management system.
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Liu Lina,Qi Jiayin,Zhang Zhenping,Zeng Dan. Analyzing Impacts of Brand Reputation on Online Sales Based on Massive Commodity Reviews and Brand. Data Analysis and Knowledge Discovery, 2018, 2(9): 10-21.
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