| 电子商务网站在线评论对手机销量影响的实证研究 |
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| 引用本文： | 王文君,张静中. 电子商务网站在线评论对手机销量影响的实证研究[J]. 河北工业科技, 2016, 33(3): 188-193 |
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| 作者姓名： | 王文君 张静中 |
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| 作者单位： | ;1.河海大学商学院 |
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| 基金项目： | 中央高校基本科研业务项目(2015B40914)；江苏省普通高校研究生科研创新计划资助项目(KYLX15_0520） |
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| 摘 要： | 采用数据抓取方法获取京东商城在线评论数据,使用SPSS软件对数据进行多元回归,通过评论数量、负面评论、评论长度和评论时效性4个维度,研究了在线评论对电子商务网站产品销量的影响,并按照品牌的热门程度将产品分类,进一步分析了品牌对负面评论和评论时效性是否具有调节作用。研究发现,评论长度、评论时效性对销量具有显著的正向影响,而评论数量、负面评论和产品价格对销量具有显著的负向影响。在品牌的调节作用下,评论时效性的影响力减弱,而负面评论对销量的影响则增强。根据研究结果,提出改善电子商务网站在线评论机制的针对性建议。
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| 关 键 词： | 信息经济学 在线评论 电子商务 产品销量 口碑采纳 营销 |
| 收稿时间： | 2016-01-11 |
| 修稿时间： | 2016-03-22 |
An empirical study of the impact of online reviews on mobile phone sales in E-commerce |
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| WANG Wenjun and ZHANG Jingzhong. An empirical study of the impact of online reviews on mobile phone sales in E-commerce[J]. Hebei Journal of Industrial Science & Technology, 2016, 33(3): 188-193 |
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| Authors: | WANG Wenjun and ZHANG Jingzhong |
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| Abstract: | Online reviews data from Jingdong Mall is captured, and SPSS software is used to carry on the empirical analysis. The effect of online comments on sales is analyzed from four aspects: the comment quantity, negative reviews, the length of comment, and timeliness. Then the products are classified on the basis of the brand''s popularity, and it is analyzed that whether the brand adjusts negative reviews and timeliness. The study reveals that comment length and timeliness have significant positive impact on sales, while the comment quantity, the negative reviews, and the product price have significant negative impact on sales. Under the influence of brand adjustment, the influence of the timeliness decreases, while the influence of negative reviews increases. On the basis of study, suggestions to improve the online comments mechanism of e-commerce sites are provided. |
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| Keywords: | information economics online reviews E-commerce product sales word-of-mouth adoption marketing |
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