Proceedings of the 2022 3rd International Conference on Artificial Intelligence and Education (IC-ICAIE 2022)

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Exploring The Influence of E-Commerce Multi-Modal Data on Online Shopping Based on Stepwise Regression Model

Authors
Yongjie Chu1, *, Jingjing Cao1
1School of management, Nanjing University of Posts and Telecommunications, Nanjing, China
*Corresponding author. Email: chuyongjie@njupt.edu.cn
Corresponding Author
Yongjie Chu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-040-4_200How to use a DOI?
Keywords
Online product review; multi-modal data; online purchase behaviour; stepwise regression
Abstract

Online product reviews (OPR) is an important reference information for consumers for online shopping, and has become one of the most persuasive information influencing purchasing decisions of consumers. Researchers have used different methods to explore the impact of various aspects of OPR on consumer shopping behaviour. OPR contains multi-modal data, such as number, text and image, few studies investigated the impact of multi-modal OPR data on the consumers’ online shopping behaviour. This study aims to analyse the importance of different modal data of OPR to consumers’ purchasing decisions by using real product data sets collected from an E-commerce platform. The stepwise regression model is employed to quantitatively estimate the relationship between the variables of OPR and the product purchases. Through rigorous analysis, the results show that the number and sentiment of initial reviews, as well as the images in OPR have a significant impact on online shopping. The research results provide managerial implications for the e-sellers to make full use of the online product review.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 3rd International Conference on Artificial Intelligence and Education (IC-ICAIE 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
27 December 2022
ISBN
10.2991/978-94-6463-040-4_200
ISSN
2589-4900
DOI
10.2991/978-94-6463-040-4_200How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yongjie Chu
AU  - Jingjing Cao
PY  - 2022
DA  - 2022/12/27
TI  - Exploring The Influence of E-Commerce Multi-Modal Data on Online Shopping Based on Stepwise Regression Model
BT  - Proceedings of the 2022 3rd International Conference on Artificial Intelligence and Education (IC-ICAIE 2022)
PB  - Atlantis Press
SP  - 1345
EP  - 1351
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-040-4_200
DO  - 10.2991/978-94-6463-040-4_200
ID  - Chu2022
ER  -