The Relationship Between Emotional Value, Utility Value, and Product SalesAn Empirical Analysis Based on Amazon Electronics Review Data

This research investigates how emotional and utility value in online reviews affect product sales. As e-commerce grows, online reviews are key for consumer decisions, with positive reviews boosting sales. Prior studies mainly cover how review sentiment or usefulness directly impacts purchase intent, but few examine the limits of review value on sales in uniform markets. Based on this, this study selects 500 electronic products from the Amazon platform as the research objects. By scraping relevant review data and employing a multiple linear regression model for systematic analysis, the study finds that, contrary to conventional wisdom, the explanatory power of emotional value and utility value on sales metrics is minimal, and the regression coefficient for emotional value is negative. This result implies that in a highly comparable electronics market concerning functionality and performance, high ratings are no longer the core driver of sales; the traditional logic of positive reviews drive sales is invalid in this context. The study also suggests an urgent necessity to incorporate other potential moderating variables into an overall assessment of the impacts that reviews have on sales-variables such as product category characteristics, price, and brand. It raises questions about the effectiveness of current online rating systems in certain markets.