| 在线商品评论对产品销量影响研究 |
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| 引用本文： | 李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167. |
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| 作者姓名： | 李健 |
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| 作者单位： | 上海大学管理学院, 上海 200444 |
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| 基金项目： | 上海大学研究生创新基金项目“面向web挖掘的公司财务危机预警研究——以A股上市公司为例”(SHUCX112084) |
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| 摘 要： | 作为一种新型的口碑传播方式,在线产品评论成为了消费者和商家了解产品质量和服务的最为重要的信息来源。在线产品评论哪些因素影响到消费者的购买决策,对产品的销量产生多大的影响已经成为人们关注的重要问题。通过对在线手机评论研究发现,"在线评论数量"、"商品的关注度"对在线手机销量有显著性影响,更为重要的是我们发现"评论的时效性"和"顾客认为评论的有用率"对手机的销量也有非常重要的显著性影响,而"评论的正负情感倾向性"等对产品的销量无明显影响。
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| 关 键 词： | 在线评论 口碑营销 产品销量 文本挖掘 |
An Empirical Study of the Impact of Online Reviews on Product Sales |
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| Authors: | Li Jian |
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| Institution: | School of Management, Shanghai University, Shanghai 200444, China |
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| Abstract: | As a new way of the word-of-mouth communication,online product reviews is considered a very important information resource for consumers and marketers to measure the product’s quality.Nowadays,researchers pay more attention to what facts of the online product reviews affect consumer’s purchase decision and how much impact on product sales.Taking mobile phone’s online customer review s as the subject,using transaction cost theory and linear regression model methods,we find that,online product reviews’ quantity and product attention ratio have significantly positive impact on product sales,what is more important is we find the temporal effects of reviews and the useful ratio of reviews also have significantly impact on product sales,but positive or negative attitudes of reviews etc has little impact on product sales. |
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| Keywords: | online product reviews word-of-mouth product sales text mining |
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