【作者】 李琳； 艾时钟；

【Author】 LI Lin;AI Shi-zhong;School of Economics and Management,Xidian University;

【机构】 西安电子科技大学经济与管理学院；

【摘要】 近年来,由于网上购物的虚拟性,在线评论逐渐了成为影响消费者购买决策的重要因素。同时,追加评论的出现完善了在线反馈机制,为消费者提供了更有用的信息,而负面评论信息被认为有更强的诊断力。本文通过在淘宝网上抓取产品的在线评论等数据,对在线评论与销量等数据进行相关分析和回归分析,探讨负面追加评论对产品销量的影响,将产品分为体验型和搜索型来研究,并加入价格这一调节变量。结果表明:差评对产品销量的影响明显大于好评;相比于初次差评,追加差评对产品销量的负面影响更大;就搜索型产品而言,价格对于初次差评和追加差评对销量的负向影响有进一步增强的作用,但对于体验型产品,价格的调节作用则不显著。更多还原

【Abstract】 Due to the virtual nature of online shopping products in recent years,online commentary has gradually become an important factor affecting consumer purchasing decisions.The emergence of additional comments improves the online feedback mechanism,provides consumers with more useful information,and negative information is considered to have a stronger diagnostic force.The online comment and sales data is analyzed by collecting the online reviews of the products on Taobao,and the impact of negative additional comments on product sales is discussed,distinguishing between experiential products and search products.The results show that the negative reviews on the sales volume of the product obviously have more impact than that of the positive reviews.Compared with the initial difference,the negative impact of the additional difference on the sales volume of the product is greater.In terms of search-type products,the price for the initial difference and additional negative feedback on the negative impact of sales have further enhanced the role,but for the experiential products,the role of price adjustment is not significant.更多还原