The Effectiveness and Leverage Mechanism of the Commodity Title Optimization in e-Commerce Platform

As an important means to improve search results rankings and product exposure rate, commodity title optimization has aroused widespread concern in theory and practice, especially among people expecting to t promote product sales in e-commerce. But existing research has paid little attention to analyesing the relationship between commodity title optimization and online sales. In this paper, based on the 5A model and content marketing theory, taking a small household appliance in Tmall flagship store as research object, considering the basic price, price fluctuation, product promotion, word-of-mouth and other factors, the relationship between commodity title optimization and online sales was analyzed using the Simultaneous Equation Models. Then based on the content marketing theory, the leverage effect of emotional tendencies of objective text comments between the results of commodity title optimization and online sales was analyzed. The results are as follows: firstly, the commodity title optimization has no significant effect on online sales. Secondly, the emotional tendencies of product attribution, pre-sale and after-sale service, and recommendation and repeat purchase times moderate the relationship between the results of commodity title optimization and online sales. Finally, the paper not only contributes to the e-commerce content marketing, and demonstrates the validity and leverage mechanism of business platform commodity title optimization, but also provides some measures for online marketers to improve online sales after tile optimization.