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Economic Perspectives and Trends

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ArticleOpen Access http://dx.doi.org/10.26855/ept.2025.06.004

The Problem of Correlation between E-commerce Product Reviews and Beauty Product Sales—A Study Based on Actual Data from the JD.com

Jinghan Xu

International Department of Peking University High School, Beijing 100000, China.

*Corresponding author: Jinghan Xu

Published: September 2,2025

Abstract

With the rapid growth of e-commerce platforms, online product reviews have become a critical factor influencing purchase decisions. This is especially significant in the fiercely competitive online beauty industry, where user-generated reviews help establish trust in product quality and enhance beauty product sales. This study aims to explore how various features of e-commerce product reviews correlate with sales of beauty products on JD.com platform. A mixed-method approach was adopted: key review factors were first identified through a qualitative analysis of existing literature, followed by a quantitative analysis of real-world data from JD.com, covering 25 beauty products across five experiential categories. Review data were collected using a Python web crawler and analyzed in relation to sales performance. Statistical methods, including regression analysis and analysis of variance (ANOVA), were employed. The results indicate that certain review characteristics, such as the inclusion of customer photos, and presence of follow-up reviews are positively associated with higher product sales. These findings highlight the impact of online reviews on consumer buying behavior and offer practical insights for e-commerce marketing strategies on platforms like JD.com.

Keywords

Online reviews; E-commerce sale; Beauty products; Regression analysis; ANOVA

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How to cite this paper

The Problem of Correlation between E-commerce Product Reviews and Beauty Product Sales—A Study Based on Actual Data from the JD.com

How to cite this paper: Jinghan Xu. (2025) The Problem of Correlation between E-commerce Product Reviews and Beauty Product Sales—A Study Based on Actual Data from the JD.com. Economic Perspectives and Trends2(1), 20-27.

DOI: http://dx.doi.org/10.26855/ept.2025.06.004