网络口碑的价值——基于在线餐馆点评的实证研究

被引：160

作者：

卢向华

冯越

机构：

[1] 复旦大学管理学院

来源：

管理世界 | 2009年 / 07期

关键词：

网络口碑; 价值; 价格调节; 实证;

D O I：

10.19744/j.cnki.11-1235/f.2009.07.014

中图分类号：

F274 [企业供销管理]; F49 [信息产业经济];

学科分类号：

1201 ;

摘要：

网络口碑的价值广为人知,却颇难衡量。本文提出可以从网络口碑的数量、评分以及负面点评率三方面来量化网络口碑为产品销售收入带来的价值,并进一步提出价格对网络口碑的价值具有一定的调节作用。文章通过大众点评网餐馆点评的实证分析表明,网络口碑的数量、评分以及负面点评率对产品的销售收入有显著的影响;价格的调节作用也确实存在,如对高价位的产品而言,口碑评分的重要性边际递增,不过随着价位的提高,口碑数量所带来的价值会大幅度递减,甚至变为负面。

引用

页码：126 / 132+171 +171

页数：8

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