The Mechanism of Douyin E-commerce in Influencing Users' Purchase Decisions

Abstract

With the boom of Douyin e-commerce, product reviews affect users' purchase decisions, yet fake reviews exist. Existing studies lack focus on the link between reviews and sales volume in this context, creating a research gap. This study explores how Douyin e-commerce reviews influence users' purchase decisions to fill the gap. It manually collects first-hand data, including sales volume, positive review rates, repeat customer numbers, and negative review numbers of Shiyan Shi corn chips across different stores and other products in the Shiyan Shi Flagship Store. Regression analysis with ordinary least squares and the control variable method is applied for data analysis. The results show that the sales volume of the same type of food is significantly positively correlated with feedback quantity and with the number of repeat customers. In contrast, it has no significant relationship with the count of negative comments as well as the rate of positive feedback. No significant correlation exists between sales volume of same-store products and all review indicators. The study concludes that merchants should boost real feedback and loyalty instead of fake reviews, and consumers can refer to feedback quantity and repurchases for decisions. Unconsidered factors like price and promotions are limitations.