在线初次评论与在线追加评论对商品销量影响的比较研究

被引:40
作者
石文华
王璐
绳娜
蔡嘉龙
机构
[1] 北京邮电大学经济管理学院
关键词
在线初次评论; 在线追加评论; 评论情感倾向; 商品销量;
D O I
10.14120/j.cnki.cn11-5057/f.2018.01.014
中图分类号
F274 [企业供销管理];
学科分类号
1201 ;
摘要
近年来在线评论愈加受到重视,各大电商平台陆续推出了追加评论的功能。为了比较在线初次评论与在线追加评论对商品销售数量的影响,本研究基于文献综述和实践观察,将在线初次评论与在线追加评论的评论情感倾向、评论数量和评论长度三个维度作为自变量,商品销售数量作为因变量,利用爬虫数据构建回归方程检验假设,得出结论:在线初次评论、追加评论的情感倾向得分、初次评论的数量对商品销量均有显著的正向影响,其中,相比于初次评论,追加评论的情感倾向对商品销量将会产生更大的影响。
引用
收藏
页码:144 / 153
页数:10
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