电商平台的体验品质量如何影响在线销量——以携程出境游产品为例
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摘要
受限于体验品质量的测量难度,鲜有研究探索此类产品的质量披露如何影响在线销量。基于Mitra和Golder提出的产品质量分类,从客观和感知两个质量维度探索体验品产品质量对在线销量的影响。利用携程1.54亿出境游销售数据开展实证研究,研究结果显示:体验品的客观质量(平台产品钻级)和感知质量(消费者评分和评论量)都正向影响在线销量;客观质量对感知质量的影响具有正向调节效应,即该产品的平台产品钻级越高,其感知质量对在线销量的影响越大。产品钻级从3钻提高到4钻和5钻,评论量对销量的影响将额外增加28.8%和30.8%。研究结果证实了体验品的质量对在线销量的影响具有"强者恒强,弱者恒弱"的马太效应,对平台治理具有重要启示意义。
So far few studies have examined and empirically tested the effect of product quality on online sales of experiential products,primarily because of the difficulty of measuring for quality from the attributes of products.Following Mitra and Golder's product quality classification,this study examines the effect of product quality on the online sales of experiential products.Two dimensions of product quality are identified,of which the objective quality is measured by the grade of product certification by e-commerce platform while the perceived quality is showed by review valence and review volume.Drawing from sales data of 154 million sales for outbound packaged tour products collected from the largest tourism e-commerce platform in China,Ctrip.com,we examine the impact of the objective quality and the perceived quality on online sales of tour products.Our empirical results suggest that both the objective quality and the perceived quality positively influence the online sales of these experiential products.The objective quality positively moderates the impact of the perceived quality,that is,the higher the grade of product certification,the greater the impact of its perceived quality on online sales.The impact of review volume on sales will increase by an additional 28.8% and 30.8% when the grade of product certification is raised from 3 to 4 and 5.In summary,the effect of quality presentation on online sales can be as the Matthew effect of the quality of tour routes.The results provide important theoretical contributions and implications for the governance of digital platforms and sales of experiential products.
So far few studies have examined and empirically tested the effect of product quality on online sales of experiential products,primarily because of the difficulty of measuring for quality from the attributes of products.Following Mitra and Golder's product quality classification,this study examines the effect of product quality on the online sales of experiential products.Two dimensions of product quality are identified,of which the objective quality is measured by the grade of product certification by e-commerce platform while the perceived quality is showed by review valence and review volume.Drawing from sales data of 154 million sales for outbound packaged tour products collected from the largest tourism e-commerce platform in China,Ctrip.com,we examine the impact of the objective quality and the perceived quality on online sales of tour products.Our empirical results suggest that both the objective quality and the perceived quality positively influence the online sales of these experiential products.The objective quality positively moderates the impact of the perceived quality,that is,the higher the grade of product certification,the greater the impact of its perceived quality on online sales.The impact of review volume on sales will increase by an additional 28.8% and 30.8% when the grade of product certification is raised from 3 to 4 and 5.In summary,the effect of quality presentation on online sales can be as the Matthew effect of the quality of tour routes.The results provide important theoretical contributions and implications for the governance of digital platforms and sales of experiential products.
引文
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[10]朱镇,黄秋云.大尺度旅游线路的设计质量评价体系与检验:以欧洲出境观光游为例[J].旅游学刊,2019 (1).
[11]廖俊云,黄敏学.基于酒店销售的在线产品评论、品牌与产品销量实证研究[J].管理学报,2016 (1).
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[13]刘逸,保继刚,陈凯琪.中国赴澳大利亚游客的情感特征研究——基于大数据的文本分析[J].旅游学刊,2017(5).
[14]Orma,M.B.,J.Jeunet.Time cost quality trade-off problems: A survey exploring the assessment of quality[J].Computers & Industrial Engineering,2018,118.
[15]Choi,H.S.,M.S.Ko,D.Medlin,et al.The effect of intrinsic and extrinsic quality cues of digital video games on sales: An empirical investigation[J].Decision Support Systems,2018,106.
[16]Roy,S.,N.Modak,P.K.Dan.Product quality as factors and measures for new product development success in Indian manufacturing industries[J].Materials Today-Proceedings,2017(2).
[17]Molina-castillo,F.J.,J.L.Munuera-aleman,R.J.Calantone.Product quality and new product performance: The role of network externalities and switching costs[J].Journal of Product Innovation Management,2011(6).
[18]Dranove,D.,G.Z.Jin.Quality disclosure and certification: Theory and practice[J].Journal of Economic Literature,2010(4).
[19]Tellis,G.J.,E.Yin,R.Niraj.Does quality win?Network effects versus quality in high-tech markets[J].Journal of Marketing Research,2009(2).
[20]Godes,D.,D.Mayzlin.Using online conversations to study word-of-mouth communication[J].Marketing Science,2004(4).
[21]Zhu,F.,X.Q.Zhang.Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics[J].Journal of Marketing,2010(2).
[22]Ghose,A.,P.Ipeirotis.Towards an understanding of the impact of customer sentiment on product sales and review quality[A].Proceedings of the Workshop on Information Technology and Systems[C].Milwaukee,2006.
[23]Forman,C.,A.Ghose,B.Wiesenfeld.Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets[J].Information Systems Research,2008(3).
[24]Dellarocas,C.,X.Q.Zhang,N.F.Awad.Exploring the value of online product reviews in forecasting sales: The case of motion pictures[J].Journal of Interactive Marketing,2010(4).
[25]Miyazaki,A.D.,D.Grewal,R.C.Goodstein.The effect of multiple extrinsic cues on quality perceptions: A matter of consistency[J].Journal of Consumer Research,2005(1).
[26]Jabr,W.,E.Zheng.Know yourself and know your enemy: An analysis of firm recommendations and consumer reviews in a competitive environment[J].MIS Quarterly,2014(3).
(1)数据来源:http://dzsws.mofcom.gov.cn/article/ztxx/ndbg/201805/20180502750562.shtml。
(1)在两个月的区间中下架的旧产品或者上线的新产品均不在此列, 1.54亿只代表2017年8月初在售且两个月后仍在售的线路销量。
[2] Tellis,G.J.,J.Johnson.The value of quality[J].Marketing Science,2007(6).
[3] Gefen,D.,D.W.Straub.Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-services[J].Omega-International Journal of Management Science,2004(6).
[4] Chevalier,J.A.,D.Mayzlin.The effect of word of mouth on sales: Online book reviews[J].Journal of Marketing Research,2006(3).
[5] Lin,Z.J.An empirical investigation of user and system recommendations in e-commerce[J].Decision Support Systems,2014,68.
[6] Golder,P.N.,D.Mitra,C.Moorman.What is quality?An integrative framework of processes and states[J].Journal of Marketing,2012(4).
[7] Fang,B.,Y.Qiang,D.Kucukusta,et al.Analysis of the perceived value of online tourism reviews: Influence of readability and reviewer characteristics[J].Tourism Management,2016,52.
[8] Mitra,D.,P.N.Golder.How does objective quality affect perceived quality?Short-term effects,long-term effects,and asymmetries[J].Marketing Science,2006(3).
[9] Koh,N.S.,N.Hu,E.K.Clemons.Do online reviews reflect a product's true perceived quality?An investigation of online movie reviews across cultures[J].Electronic Commerce Research & Applications,2010(5).
[10]朱镇,黄秋云.大尺度旅游线路的设计质量评价体系与检验:以欧洲出境观光游为例[J].旅游学刊,2019 (1).
[11]廖俊云,黄敏学.基于酒店销售的在线产品评论、品牌与产品销量实证研究[J].管理学报,2016 (1).
[12]Guo,Y.,S.J.Barnes,Q.Jia.Mining meaning from online ratings and reviews: Tourist satisfaction analysis using latent dirichlet allocation[J].Tourism Management,2017,59.
[13]刘逸,保继刚,陈凯琪.中国赴澳大利亚游客的情感特征研究——基于大数据的文本分析[J].旅游学刊,2017(5).
[14]Orma,M.B.,J.Jeunet.Time cost quality trade-off problems: A survey exploring the assessment of quality[J].Computers & Industrial Engineering,2018,118.
[15]Choi,H.S.,M.S.Ko,D.Medlin,et al.The effect of intrinsic and extrinsic quality cues of digital video games on sales: An empirical investigation[J].Decision Support Systems,2018,106.
[16]Roy,S.,N.Modak,P.K.Dan.Product quality as factors and measures for new product development success in Indian manufacturing industries[J].Materials Today-Proceedings,2017(2).
[17]Molina-castillo,F.J.,J.L.Munuera-aleman,R.J.Calantone.Product quality and new product performance: The role of network externalities and switching costs[J].Journal of Product Innovation Management,2011(6).
[18]Dranove,D.,G.Z.Jin.Quality disclosure and certification: Theory and practice[J].Journal of Economic Literature,2010(4).
[19]Tellis,G.J.,E.Yin,R.Niraj.Does quality win?Network effects versus quality in high-tech markets[J].Journal of Marketing Research,2009(2).
[20]Godes,D.,D.Mayzlin.Using online conversations to study word-of-mouth communication[J].Marketing Science,2004(4).
[21]Zhu,F.,X.Q.Zhang.Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics[J].Journal of Marketing,2010(2).
[22]Ghose,A.,P.Ipeirotis.Towards an understanding of the impact of customer sentiment on product sales and review quality[A].Proceedings of the Workshop on Information Technology and Systems[C].Milwaukee,2006.
[23]Forman,C.,A.Ghose,B.Wiesenfeld.Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets[J].Information Systems Research,2008(3).
[24]Dellarocas,C.,X.Q.Zhang,N.F.Awad.Exploring the value of online product reviews in forecasting sales: The case of motion pictures[J].Journal of Interactive Marketing,2010(4).
[25]Miyazaki,A.D.,D.Grewal,R.C.Goodstein.The effect of multiple extrinsic cues on quality perceptions: A matter of consistency[J].Journal of Consumer Research,2005(1).
[26]Jabr,W.,E.Zheng.Know yourself and know your enemy: An analysis of firm recommendations and consumer reviews in a competitive environment[J].MIS Quarterly,2014(3).
(1)数据来源:http://dzsws.mofcom.gov.cn/article/ztxx/ndbg/201805/20180502750562.shtml。
(1)在两个月的区间中下架的旧产品或者上线的新产品均不在此列, 1.54亿只代表2017年8月初在售且两个月后仍在售的线路销量。