在线负面评论对体验型产品销量的影响——基于商家回复视角
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摘要
本文从负面评论者专业度、负面评论内容评分、产品价格及负面评论星级评分四个方面分析在线负面评论对体验型产品销量的影响,并重点分析商家回复对负面评论内容评分与体验型产品销量关系的调节作用。研究表明:负面评论者专业度、负面评论内容评分对体验型产品销量具有显著影响,且星级评论者对体验型产品销量的影响力大于一般评论者;产品价格、负面评论星级评分对体验型产品销量没有显著影响;商家回复及时程度和商家回复质量对负面评论内容评分与体验型产品销量关系存在显著调节作用,其中商家即时回复、敷衍型回复对负面评论内容评分与体验型产品销量关系的调节作用比延迟回复、针对型回复更为显著。
This article analyzes the effect of online negative reviews exerted on experiential product sales from the four aspects,namely,negative reviewer's professional degrees,negative content ratings,price and negative star ratings,and focuses on the regulatory impact that merchant replies have on the relationship of negative content rating and experiential product sales. The study shows that negative reviewer's professional degrees and negative content ratings have a significant impact on experiential product sales and star reviewers have greater influence than the average ones; prices and negative star ratings have no significant effect on the experiential product sales; merchant reply timeliness and reply quality play a significant regulatory role on the relationship of negative content ratings and experiential product sales,in which merchant instant and perfunctory reply have a greater regulatory impact on the relationship of negative content rating and experiential product sales than delayed and specific reply do.
This article analyzes the effect of online negative reviews exerted on experiential product sales from the four aspects,namely,negative reviewer's professional degrees,negative content ratings,price and negative star ratings,and focuses on the regulatory impact that merchant replies have on the relationship of negative content rating and experiential product sales. The study shows that negative reviewer's professional degrees and negative content ratings have a significant impact on experiential product sales and star reviewers have greater influence than the average ones; prices and negative star ratings have no significant effect on the experiential product sales; merchant reply timeliness and reply quality play a significant regulatory role on the relationship of negative content ratings and experiential product sales,in which merchant instant and perfunctory reply have a greater regulatory impact on the relationship of negative content rating and experiential product sales than delayed and specific reply do.
引文
[1]CNNIC.2014年中国网络购物市场研究报告[EB/OL].[2015-09-09].http://www.cnnic.cn/gywm/xwzx/rdxw/2015/201509/W020150908609566580083.
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[5]Reevoo.Bad reviews are good for business[EB/OL].[2013].https://www.reevoo.com/resources/badreviews-are-good-for-business/.
[6]元文娟.面向在线用户评论的管理反馈实证研究[D].哈尔滨:哈尔滨工业大学,2011.
[7]Anderson E W.Customer satisfaction and word of mouth[J].Journal of Service Research,1998,1(1):5-17.
[8]Chatterjee P.Online reviews:do consumers use them[J].Advances in Consumer Research,2001(28):133-139.
[9]Chevalier J A,Mayzlin D.The effect of word of mouth on sales:online book reviews[J].Journal of Marketing Research,2006(8):345-354.
[10]Zhang JQ,G Craciun,D Shin.When does electronic word-of-mouth matter?A study of consumer product reviews[J].Journal of Business Research,2010,63(12):1336-1341.
[11]卢向华,冯越.网络口碑的价值——基于在线餐馆点评的实证研究[J].管理世界,2009(7):126-132.
[12]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[13]郝媛媛,邹鹏,李一军,等.基于电影面板数据的在线评论情感倾向对销售收入影响的实证研究[J].管理评论,2009,21(10):95-103.
[14]杨扬.网络口碑对体验型产品在线销量的影响——基于电影在线评论面板数据的实证研究[J].中国流通经济,2015(5):62-67.
[15]王琦,王琳.在线评论情感倾向的影响效应及管理措施[J].北京邮电大学学报:社会科学版,2015,17(1):43-51.
[16]李宏.负面在线评论及其补救措施对顾客购买意愿的影响[D].上海:东华大学,2012.
[17]郑春东,郭伟倩,王寒.负面网络消费者评论及商家回复对潜在消费者的影响[J].北京工商大学学报:社会科学版,2015,30(1):86-92.
[18]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(21):406-411.
[19]Reinstein D A,Snyder C M.The influence of expert reviews on consumer demand for experience goods:a case study of movie critics[J].The Journal of Industry Economics,2005,53(1):27-51.
[20]杨海龙,唐小飞,刘伯强.服务补救时机选择的研究述评[J].管理世界,2013(4):184-185.
[21]Frank M G,Gilovich T.Effect of memory perspective on retrospective causal attributions[J].Journal of Personality and Social Psychology,1989,57(3):399-403.
(1)Toffler(1965)首次将信息过载理论定义为人们在面对超过个人可接受范围的信息时,难以做出判断与决策的现象。
[2]艾瑞咨询.2015年中国网络购物用户调研报告[EB/OL].[2015-04-23].http://report.iresearch.cn/uploadfiles/reports/635664349469531250.
[3]CNNIC.网购用户浏览评论情况[EB/OL].[2014-04-03].http://www.199it.com/archives/207184.html.
[4]张丽.在线评论的客户参与动机与评论有效性研究——基于中国大型B2C电子商务网站的实证研究[D].天津:南开大学,2011.
[5]Reevoo.Bad reviews are good for business[EB/OL].[2013].https://www.reevoo.com/resources/badreviews-are-good-for-business/.
[6]元文娟.面向在线用户评论的管理反馈实证研究[D].哈尔滨:哈尔滨工业大学,2011.
[7]Anderson E W.Customer satisfaction and word of mouth[J].Journal of Service Research,1998,1(1):5-17.
[8]Chatterjee P.Online reviews:do consumers use them[J].Advances in Consumer Research,2001(28):133-139.
[9]Chevalier J A,Mayzlin D.The effect of word of mouth on sales:online book reviews[J].Journal of Marketing Research,2006(8):345-354.
[10]Zhang JQ,G Craciun,D Shin.When does electronic word-of-mouth matter?A study of consumer product reviews[J].Journal of Business Research,2010,63(12):1336-1341.
[11]卢向华,冯越.网络口碑的价值——基于在线餐馆点评的实证研究[J].管理世界,2009(7):126-132.
[12]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[13]郝媛媛,邹鹏,李一军,等.基于电影面板数据的在线评论情感倾向对销售收入影响的实证研究[J].管理评论,2009,21(10):95-103.
[14]杨扬.网络口碑对体验型产品在线销量的影响——基于电影在线评论面板数据的实证研究[J].中国流通经济,2015(5):62-67.
[15]王琦,王琳.在线评论情感倾向的影响效应及管理措施[J].北京邮电大学学报:社会科学版,2015,17(1):43-51.
[16]李宏.负面在线评论及其补救措施对顾客购买意愿的影响[D].上海:东华大学,2012.
[17]郑春东,郭伟倩,王寒.负面网络消费者评论及商家回复对潜在消费者的影响[J].北京工商大学学报:社会科学版,2015,30(1):86-92.
[18]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(21):406-411.
[19]Reinstein D A,Snyder C M.The influence of expert reviews on consumer demand for experience goods:a case study of movie critics[J].The Journal of Industry Economics,2005,53(1):27-51.
[20]杨海龙,唐小飞,刘伯强.服务补救时机选择的研究述评[J].管理世界,2013(4):184-185.
[21]Frank M G,Gilovich T.Effect of memory perspective on retrospective causal attributions[J].Journal of Personality and Social Psychology,1989,57(3):399-403.
(1)Toffler(1965)首次将信息过载理论定义为人们在面对超过个人可接受范围的信息时,难以做出判断与决策的现象。