Analysis Model of Consumer Sentiment Tendency of Commodities in E-Commerce

Area of Science:

• Business and Economics
• Consumer Behavior Analysis
• Digital Marketing

Background:

• E-commerce has transformed how consumers acquire goods and services.
• Online purchasing has seen a significant increase in recent years.
• The evolution of e-commerce impacts traditional retail strategies.

Purpose of the Study:

• To analyze consumer trends and purchasing behavior in the e-commerce landscape.
• To identify key factors influencing online purchasing decisions.
• To develop a research framework for understanding consumer sentiment in e-commerce.

Main Methods:

• The study is based on a literary review.
• Partial Least Squares Structural Equation Modeling (PLS-SEM) estimation was used.
• Consumer sentiment tendencies were analyzed as a key research component.

Main Results:

• Promotion, price, product reviews, and product quality significantly influence consumer purchasing tendencies.
• Consumer sentiment plays a major role in online purchasing behavior.
• Ecommerce has reshaped the retail industry, necessitating strategic adjustments from major merchants.

Conclusions:

• Understanding the interplay of price, reviews, quality, and promotion is vital for e-commerce success.
• Consumer sentiment analysis is essential for effective e-commerce strategies.
• The study provides insights into evolving consumer purchasing behaviors in the digital age.