Research on the influence of online consumer evaluations of solid wood furniture for product sales volume on Taobao

Online consumer evaluation has been considered as an important medium for consumers to obtain product information and assisting in making purchasing decisions about related products. By collecting and analysing sales information of solid wood furniture and online consumer evaluations on Taobao, it can be found that the number of evaluations, the average word of evaluations and emotional tendency have significant influence on sales volume. The three influencing factors are chosen to make logistic regression analysis with the sales volume. It can be concluded that the high sales relates positively to the number of evaluations and the average word of evaluations, the average word of evaluations has a greater impact on sales. Finally, key recommendations were highlighted to help promote sales volume growth in e‐commerce platforms and to build a favourable online shopping environment. This paper takes furniture as the research object, which is more targeted and of practical significance.