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| Analyzing the Effect of Reputation Based on Sentiment Analysis of Online Comment Texts |
| LI Lei，SONG Jianwei，LIU Ji |
| Xinjiang University of Finance and Economics, Urumqi, China |
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Abstract Based on the emotional point of view contained in online reviews, online reputation is measured from two dimensions of overall reputation level and emotional polarity distribution, and thus the impact of reputation on sales revenue and promotion strategy in online market is explored. Taking experience goods as the research object, we collect online trading data from Tmall and TaoBao platforms and build models for empirical research. The results show that level of online reputation embedded in favorable feedback reviews has significantly boosted sales revenue of Tmall sellers but not for TaoBao sellers, whereas the distribution of sentiment polarity has a significant negative impact on sales revenue of both types of sellers. Tmall sellers mainly focus on reputation management and pay more attention to non-positive online reviews. They are more likely to enhance customer satisfaction through promotion. In contrast, TaoBao sellers are keen on reputation building and tend to increase consumers’ substantive positive comments by promotion.
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Received: 12 October 2019
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