哪一个更受关注,在线评论情绪还是在线评论评分? 来自JD.com的溢出效应分析
Siqing Shan1, Yangzi Yang1, Chenxi Li1
1School of Economics and Management, Beihang University, Beijing 100191, China.
Behavioral sciences (Basel, Switzerland)
|September 28, 2024
概括
对竞争产品的负面在线评论情绪显著损害了销售,比积极的情绪或评论评分更严重. 当竞争对手的评价是积极的或被认为更有用时,这种影响会被放大.
科学领域:
- 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 电子商务分析 电子商务分析
背景情况:
- 竞争性在线评论评级 (ORR) 影响产品销售,但在线评论情绪 (ORS) 的影响仍未得到充分研究.
- 了解竞争对手的评论如何影响消费者的购买决策对于电子商务战略至关重要.
研究的目的:
- 调查竞争对手在线评论情绪对焦点产品销售的溢出效应.
- 分析在线评论情绪和评分如何与其他因素相互作用以影响销售.
- 为零售商提供有关开发有效营销策略的见解,以应对在线评论.
主要方法:
- 隐藏的迪里克莱特分配 (LDA) 用于从JD.com.com上的在线评论内容中识别消费者的关键问题.
- 构建了一个基线回归模型,以评估竞争对手的ORS和ORR对焦点产品销售的影响.
- 研究了ORS和其他在线审查因素之间的相互作用效应.
主要成果:
- 竞争对手的ORS对焦点产品销售产生负面影响,其影响比焦点产品的ORS或ORR更强.
- 竞争对手的ORS对销售的负面影响随着更积极的属性评估和更高的审查有用性而增加.
- 竞争对手的ORR对销售没有显著的影响,特别是对于服装等体验性产品.
结论:
- 竞争对手的在线评论情绪是影响产品销售的关键因素,需要战略关注.
- 零售商可以利用对竞争对手评价情绪及其驱动因素的洞察力来改进营销和销售策略.
- 这些发现提供了对在线审查动态及其对电子商务消费者决策影响的更细致的理解.
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