在线评论,客户问答和产品销售:一种PVAR方法
Miao Feng1, Yituo Feng2, Yang Li3
1Business School, Shandong Management University, Jinan, China.
PloS one
|November 17, 2023
概括
在线评论和客户问答显著影响电子商务销售. 回答量提高了评论及其质量,而评论量和回答情绪直接推动了销售.
科学领域:
- 电子商务研究 电子商务研究
- 消费者行为分析分析
- 营销科学是营销的科学.
背景情况:
- 在线评论和客户问答是影响消费者决策的电子口碑 (eWOM) 的关键形式.
- 了解这些eWOM类型对市场动态的不同和综合影响至关重要,但有限.
研究的目的:
- 分析在线评论,客户问答和电子商务中的产品销售之间的相互作用.
- 确定不同eWOM组件对销售业绩的特定影响机制.
主要方法:
- 收集了三个月的eWOM和亚马逊120台笔记本电脑的销售数据.
- 使用面板向量自回归 (PVAR) 模型,使用STATA16.0软件进行动态分析.
主要成果:
- 评论量和答案价值积极影响笔记本电脑销量.
- 回答量刺激了在线评论的产生,并提高了它们的价值.
结论:
- 在线评论和客户问答在塑造销售动态方面发挥着不同的作用.
- 答案量作为审查活动和质量的催化剂,影响eWOM的整体有效性.
- 调查结果为电子商务平台和零售商在管理eWOM战略方面提供了可操作的见解.
相关概念视频
Data Collection by Survey
6.5K
The systematic method of obtaining and analyzing accurate information of a population is called data collection. A survey is a standard method of data collection that involves collecting information from a target human population about their experience, opinion, or knowledge of a product, service, or process. The responses are recorded and interpreted. The most common survey examples are written questionnaires, face-to-face or telephonic conversations, focus groups, and electronic (e-mail or...
6.5K
One-Way ANOVA
7.9K
One-way ANOVA analyzes more than three samples categorized by one factor. For example, it can compare the average mileage of sports bikes. Here, the data is categorized by one factor - the company. However, one-way ANOVA cannot be used to simultaneously compare the sample mean of three or more samples categorized by two factors. An example of two factors would be sports bikes from different companies driven in different terrains, such as a desert or snowy landscape. Here, two-way ANOVA is used...
7.9K
What is an ANOVA?
7.9K
The Analysis of Variance or ANOVA is a statistical test developed by Ronald Fisher in 1918. It is performed on three or more samples to check for equality between their means.
Before performing ANOVA, one must ensure that the samples used for this analysis have three crucial characteristics or statistical assumptions. The first assumption states that the samples should be drawn from normally distributed samples, while the second requires that all the drawn samples should be randomly and...
Before performing ANOVA, one must ensure that the samples used for this analysis have three crucial characteristics or statistical assumptions. The first assumption states that the samples should be drawn from normally distributed samples, while the second requires that all the drawn samples should be randomly and...
7.9K
Surveys
14.8K
Often, psychologists develop surveys as a means of gathering data. Surveys are lists of questions to be answered by research participants, and can be delivered as paper-and-pencil questionnaires, administered electronically, or conducted verbally. Generally, the survey itself can be completed in a short time, and the ease of administering a survey makes it easy to collect data from a large number of people.
14.8K
What is ANOVA?
1.9K
The Analysis of Variance or ANOVA is a statistical test developed by Ronald Fisher in 1918. It is performed on three or more samples to check for equality between their means.
Before performing ANOVA, one must ensure that the samples used for this analysis have three crucial characteristics or statistical assumptions. The first assumption states that the samples should be drawn from normally distributed samples, while the second requires that all the drawn samples be randomly and independently...
Before performing ANOVA, one must ensure that the samples used for this analysis have three crucial characteristics or statistical assumptions. The first assumption states that the samples should be drawn from normally distributed samples, while the second requires that all the drawn samples be randomly and independently...
1.9K
Response Surface Methodology
141
Response Surface Methodology (RSM) is a collection of statistical and mathematical techniques used to develop, improve, and optimize processes. It is particularly valuable when many input variables or factors potentially influence a response variable.
The process of RSM involves several key steps:
The process of RSM involves several key steps:
141


