Proceedings of the 2018 International Seminar on Education Research and Social Science (ISERSS 2018)

Research on Influence of Online Review Based on ELM Model on Sales of Beauty Products

Authors
Yao Liang, Hu Wang
Corresponding Author
Yao Liang
Available Online July 2018.
DOI
https://doi.org/10.2991/iserss-18.2018.67How to use a DOI?
Keywords
ELM model, Online review, Beauty products, Sales, Regression analysis
Abstract
At present, online reviews have an increasingly greater influence on consumer purchasing decisions. This article expands the review dimensions based on the ELM model according to the characteristics of the beauty products, and uses multiple regression analysis to explore the impact of online reviews on the sales of beauty products. The research conclusions show that there are significant positive effects on sentiment in terms of comment sentiment, number of reviews, and store credit in the core path; the number of image reviews and the number of collections in the peripheral path positively influence sales, while the number of reviews has a negative effect on sales. In addition, consumer characteristics and product characteristics play a regulatory role in the model.
Open Access
This is an open access article distributed under the CC BY-NC license.

Download article (PDF)

Proceedings
2018 International Seminar on Education Research and Social Science (ISERSS 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-540-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/iserss-18.2018.67How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yao Liang
AU  - Hu Wang
PY  - 2018/07
DA  - 2018/07
TI  - Research on Influence of Online Review Based on ELM Model on Sales of Beauty Products
BT  - 2018 International Seminar on Education Research and Social Science (ISERSS 2018)
PB  - Atlantis Press
SN  - 2352-5398
UR  - https://doi.org/10.2991/iserss-18.2018.67
DO  - https://doi.org/10.2991/iserss-18.2018.67
ID  - Liang2018/07
ER  -