【摘要】：互聯(lián)網(wǎng)的普及帶動了電子商務(wù)的蓬勃發(fā)展,網(wǎng)絡(luò)購物越來越受到消費者的青睞。與傳統(tǒng)的線下購物相比,網(wǎng)上購物增加了消費者對產(chǎn)品和服務(wù)質(zhì)量的不確定性,為了降低消費者的不確定感,購物網(wǎng)站紛紛建立了用戶評價系統(tǒng),鼓勵購買過產(chǎn)品的用戶對產(chǎn)品質(zhì)量以及購物過程進行評價。CNNIC調(diào)查表明在線評論成為影響消費者購買決策最重要的因素。與此同時在線評論引起學術(shù)界高度關(guān)注,對在線評論的研究大致可以分為兩大類,一類是在線評論在個體層面對消費者購買意愿的影響研究,另一類是在線評論在市場層面對產(chǎn)品銷售情況的影響研究。本文在大量閱讀國內(nèi)外相關(guān)文獻的基礎(chǔ)上,對在線評論相關(guān)的研究進行了綜述。由于針對處于不同銷售階段的產(chǎn)品,用戶對在線評論的依賴程度不同,本文試圖探索在線評論對新舊產(chǎn)品銷量的影響及其差異。 基于消費者購買決策行為理論、創(chuàng)新擴散理論、信息過載理論和信息價值理論,作者提出了本文的研究假設(shè)。結(jié)合文獻研究,識別出評論數(shù)量大小、評論數(shù)量分布均勻程度、好評率、差評率作為解釋變量,產(chǎn)品價格作為控制變量,共同影響交易網(wǎng)站產(chǎn)品銷量,除了評論數(shù)和評論情感傾向這些常規(guī)的變量,本文首次關(guān)注評論數(shù)量分布情況對銷量的影響。本文使用爬蟲軟件抓取京東商城手機類產(chǎn)品的產(chǎn)品信息和評論信息,按照上架時間不同,將手機劃分為新產(chǎn)品和早期上架產(chǎn)品(舊產(chǎn)品),具體分析由三部分組成,首先是消費者新舊產(chǎn)品評論行為對比分析,其次是在線評論對產(chǎn)品銷量影響研究,最后是在線評論對新舊產(chǎn)品銷量影響的對比分析。 本文通過實證數(shù)據(jù)分析,發(fā)現(xiàn)在線評論數(shù)量、在線評論離散系數(shù)和價格對產(chǎn)品銷量有顯著影響,好評率在低于0.9時,對產(chǎn)品銷量有影響,在高于0.9時無顯著影響,評論數(shù)對新產(chǎn)品的影響大于對舊產(chǎn)品即舊產(chǎn)品的影響。在數(shù)據(jù)分析的基礎(chǔ)上本文提出了在線評論系統(tǒng)設(shè)計以及評論管理相關(guān)建議。
[Abstract]:The popularity of the Internet has led to the vigorous development of e-commerce, online shopping more and more favored by consumers. Compared with traditional offline shopping, online shopping increases consumers' uncertainty about the quality of products and services. In order to reduce the uncertainty of consumers, shopping websites have established user evaluation systems. The CNNIC survey shows that online reviews are the most important factors affecting consumers' purchasing decisions. At the same time, online reviews have attracted great attention in academic circles. The research on online reviews can be divided into two categories, one is the impact of online reviews on consumers' willingness to buy at the individual level. The other is the impact of online reviews on product sales at the market level. On the basis of reading a lot of relevant literature at home and abroad, this paper summarizes the research on online review. Due to the different degree of dependence of users on online reviews, this paper attempts to explore the impact of online reviews on the sales of new and old products and their differences. Based on the consumer purchase decision behavior theory, innovation diffusion theory, information overload theory and information value theory, the author puts forward the research hypothesis of this paper. Combined with the literature research, we can identify the number of comments, the uniform distribution of the number of comments, the rate of praise, the rate of poor evaluation as the explanatory variable, the price of the product as the control variable, which together affect the sales volume of the products on the trading website. In addition to the conventional variables such as the number of comments and the tendency of comment emotion, this paper focuses for the first time on the impact of the distribution of the number of comments on sales. In this paper, crawler software is used to grab the product information and comment information of mobile phone products in JingDong Mall. According to the different time on shelves, the mobile phone is divided into new products and early products (old products). The detailed analysis is made up of three parts. The first is the comparative analysis of the behavior of consumers' reviews of new and old products, the second is the impact of online reviews on product sales, and the last is the comparative analysis of the impact of online reviews on the sales of new and old products. Through the empirical data analysis, it is found that the quantity of online reviews, the dispersion coefficient and price of online reviews have significant effects on the sales volume of products. When the praise rate is lower than 0.9, it has an impact on the sales volume of products, but it has no significant effect on the sales when it is higher than 0.9. The effect of the number of comments on the new product is greater than on the old product, that is, the old product. On the basis of data analysis, this paper puts forward some suggestions on the design of online comment system and comment management.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F724.6;F224

【參考文獻】

相關(guān)期刊論文 前10條

1 沈偉玲;陳金陽;;企業(yè)市場營銷策略分析——基于產(chǎn)品生命周期理論[J];當代經(jīng)濟(下半月);2008年11期

2 郝媛媛;葉強;李一軍;;基于影評數(shù)據(jù)的在線評論有用性影響因素研究[J];管理科學學報;2010年08期

3 黃雙喜,范玉順;產(chǎn)品生命周期管理研究綜述[J];計算機集成制造系統(tǒng)-CIMS;2004年01期

4 陳濤;謝麗莎;;在線評論文本信息質(zhì)量等級的測量探析——基于模糊綜合評價法[J];科技創(chuàng)業(yè)月刊;2012年07期

5 徐敏;辛琳;;由信息的時效性引發(fā)的移動博客思考[J];科技情報開發(fā)與經(jīng)濟;2008年31期

6 崔大志;孫麗偉;;在線評論情感詞匯模糊本體庫構(gòu)建[J];遼寧工程技術(shù)大學學報(社會科學版);2010年04期

7 嚴建援;張麗;張蕾;;電子商務(wù)中在線評論內(nèi)容對評論有用性影響的實證研究[J];情報科學;2012年05期

8 藺豐奇;劉益;;信息過載問題研究述評[J];情報理論與實踐;2007年05期

9 成昕;;試述產(chǎn)品生命周期的營銷策略管理[J];中國集體經(jīng)濟;2008年16期

10 郝媛媛;鄒鵬;李一軍;葉強;;基于電影面板數(shù)據(jù)的在線評論情感傾向?qū)︿N售收入影響的實證研究[J];管理評論;2009年10期

相關(guān)博士學位論文 前4條

1 畢繼東;負面網(wǎng)絡(luò)口碑對消費者行為意愿的影響研究[D];山東大學;2010年

2 郝媛媛;在線評論對消費者感知與購買行為影響的實證研究[D];哈爾濱工業(yè)大學;2010年

3 李宏;負面在線評論及其補救措施對顧客購買意愿的影響[D];東華大學;2012年

4 張麗;在線評論的客戶參與動機與評論有效性研究[D];南開大學;2011年

，

本文編號：2186667