The Impact of Online Word-of-Mouth from Multi-Platform on Product Sales

Abstract

This Articleaimed to study 1.the comprehensive impact of various dimensions of online word-of-mouth(WoM) from a single e-commerce platform on product sales. 2.the impact of integrating social media platforms' online WoM on product sales. 3.the most important online WoM factors that affect product sales. The number of comments and picture reviews, the star rating of fourteen skin care products from the JD e-commerce platform, andthe number of comments from the third-party social media platform Xiaohongshuare selected as the dimension of online WoM. 20578 valid samples of WoM from JD andXiaohongshu are captured by crawler programs. The sample data is processed andanalyzedby SPSS. The research results were found as follows:1.The number of commentsand image reviews from the JD e-commerce platform significantly impactsproduct sales. This means that consumers are more inclined to choose products with alarge number of comments and image reviews when purchasing skincare products online. High-qualityproduct image reviews are intuitive and persuasive, provide more detailed productinformation, give consumersa more authentic understanding of the product, and are crucial for attracting more potential consumers' attention and trust.2.The JD star rating has no significant impact on product sales. Because all the products have relatively high average rating scoreswhich leads consumers to overlook the small difference in ratings among products.3.The number of comments fromthe third-partysocial media platform Xiaohongshu significantly impactsproduct sales. This means that consumers like to search for products across different platforms to understand the products comprehensively. More comments mean that the products have gained recognition from purchased consumers which will attract and stimulate more potentialconsumers to make purchasing decisions.