طراحي الگوي تأثير توصيه مشتريان بر عملكرد فروش در بازارهاي آنلاين بر مبناي نظريه انتخاب عقلايي

A wide range of studies have been conducted on the influence of the opinions and testimonial of other customers on the purchase decision process of potential customers. In some of these studies, the relationship between the effect of customer testimonials on the sales performance of companies and brands has been specifically investigated. But the examination of the information obtained from these studies shows the multiplicity, dispersion and in some cases contradiction in establishing a quantitative relationship between the social component of customer recommendations and sales performance as an economic component. The purpose of this research is to provide a quantitative explanation of the relationship between one of the most important decision-making tools in the context of social commerce, i.e., customer recommendations by controlling other effective factors such as brand reputation, on sales performance in two types, experience goods and search goods based on The theory of rational choice. The products released from 2015 to the beginning of the fourth quarter of 2020 in the Amazon online store were selected as the target community and using the sequential sampling method, the changes in the sales rank and the opinions provided about the selected products were collected. The data was analyzed using the functional regression method in the longitudinal data analysis. Also, the eva‎luation of the cumulative effect of the comments recorded on the sales rank of the products during the study period was eva‎luated in terms of the historical effect of the relevant variables in the functional regression model and by R software. The findings of the research indicate that the recommendations of customers, including verified purchases, and the feedback of other users have a significant effect on the sales performance of both types of products. The type of influence of registered opinions of verified purchases and ordinary users has a different curve over time. In experience goods, the cumulative effect of the opinions of ordinary users on the sales rank is more evident at the end of the review period, while the cumulative effect of the opinions of confirmed buyers during the period has a non-linear curve, so that this effect has more weight in the middle of the review period. In search goods, the cumulative effect of the comments of ordinary users during the review period is greater.

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