【摘要】 本文基于天猫图书平台的微观交易数据,使用Logit需求模型研究用户评价信息对在线市场中消费者购买意愿的作用效果。研究结果表明,用户好评总数和累计评价总数都会显著提高消费者的购买意愿;并且,商品的累计评价总数越多,用户好评总数越多,则消费者的购买意愿越强。具体而言,商品在边际上每多出1%的用户好评总数,则消费者愿意额外支付0.21%的价格;商品在边际上每多出1%的累计评价总数,则消费者将愿意额外支付0.22%的价格。更多还原

【Abstract】 Based on book transaction data from Tmall platform, we use Logit demand model to study how user reviews affect online purchase intention. We find that that both favorable reviews and total reviews significantly enhance consumers’ purchase intention. In addition, the more the total number of accumulated product evaluation and the more total number of users’ praise, the stronger the consumers’ purchasing intention.On average, consumers’ willingness-to-pay will increase by 0.21% when accumulated favorable reviews(total reviews) increase by 1%. Consumers will be willing to pay an extra 0.22% for each additional 1 percent of the cumulative total value of the product on the margin.更多还原