电商平台商品标题优化的有效性及其杠杆机制
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摘要
与搜索引擎优化相似,商品标题优化作为提升搜索结果排名和产品曝光率的重要手段引起理论与实践的普遍关注,尤其是被期待能够在产品销量上获得进一步提升。但对其真实的营销效果现有研究并未深入分析。基于数字经济时代消费行为的5A模型和内容营销理论,采用联立方程模型,以天猫旗舰店某品牌小型家电为研究对象,在充分考虑产品价格、价格波动、产品推广、数值型口碑信息等因素的基础上,分析了电商平台商品标题优化与在线销售的关系,并从内容营销理论出发,基于"由外而内"的观点深入剖析了客观维度文本评论内容在电商平台商品标题优化的营销效果与在线销售间的杠杆作用。结果发现:电商平台商品标题优化对在线销售无显著影响,基于客观维度的文本评论中的产品属性情感倾向、售前与售后服务情感倾向、重购与推荐次数及重复购买提及次数有效地推进了电商平台商品标题优化带来的点击量向在线销售转化。
As an important means to improve search results rankings and product exposure rate, commodity title optimization has aroused widespread concern in theory and practice, especially among people expecting to t promote product sales in e-commerce. But existing research has paid little attention to analyesing the relationship between commodity title optimization and online sales. In this paper, based on the 5A model and content marketing theory, taking a small household appliance in Tmall flagship store as research object, considering the basic price, price fluctuation, product promotion, word-of-mouth and other factors, the relationship between commodity title optimization and online sales was analyzed using the Simultaneous Equation Models. Then based on the content marketing theory, the leverage effect of emotional tendencies of objective text comments between the results of commodity title optimization and online sales was analyzed. The results are as follows: firstly, the commodity title optimization has no significant effect on online sales. Secondly, the emotional tendencies of product attribution, pre-sale and after-sale service, and recommendation and repeat purchase times moderate the relationship between the results of commodity title optimization and online sales. Finally, the paper not only contributes to the e-commerce content marketing, and demonstrates the validity and leverage mechanism of business platform commodity title optimization, but also provides some measures for online marketers to improve online sales after tile optimization.
As an important means to improve search results rankings and product exposure rate, commodity title optimization has aroused widespread concern in theory and practice, especially among people expecting to t promote product sales in e-commerce. But existing research has paid little attention to analyesing the relationship between commodity title optimization and online sales. In this paper, based on the 5A model and content marketing theory, taking a small household appliance in Tmall flagship store as research object, considering the basic price, price fluctuation, product promotion, word-of-mouth and other factors, the relationship between commodity title optimization and online sales was analyzed using the Simultaneous Equation Models. Then based on the content marketing theory, the leverage effect of emotional tendencies of objective text comments between the results of commodity title optimization and online sales was analyzed. The results are as follows: firstly, the commodity title optimization has no significant effect on online sales. Secondly, the emotional tendencies of product attribution, pre-sale and after-sale service, and recommendation and repeat purchase times moderate the relationship between the results of commodity title optimization and online sales. Finally, the paper not only contributes to the e-commerce content marketing, and demonstrates the validity and leverage mechanism of business platform commodity title optimization, but also provides some measures for online marketers to improve online sales after tile optimization.
引文
[1]KOLERS P A,BRISON S J.Commentary:on pictures,words,and their mental representation[J].Journal of Verbal Learning and Verbal Behavior,1984,23(1):105-113.
[2]WANG R Y.Beyond accuracy:what data quality means to data consumers[J].Journal of Management Information Systems,1996,12(4):5-33
[3]KILLORAN J B.How to use search engine optimization techniques to increase website visibility[J].IEEE Transactions on Professional Communication,2013,56(1):50-66.
[4]赵帮华.跨境电商平台商品标题构式的认知语言学阐释---以阿里巴巴平台的迷你裙标题为例[J].成都师范学院学报,2017,33(2):88-92.
[5]梁昌勇,王倩倩,陆文星,等.结合商品标题和描述的在线评论特征词选择方法研究[J].现代图书情报技术,2011(5):49-54.
[6]WANG L,ZHANG J,YAN W.TOOR:a novel product title optimization method based on online reviews in E-commerce[J].Frontiers of Business Research in China,2015,9(4):536-558.
[7]ZHANG J,DIMITROFF A.The impact of webpage content characteristics on webpage visibility in search engine results[J].Information Processing&Management,2005,41(3):665-690.
[8]PARK C H,KIM Y G.Identifying key factors affecting consumer purchase behavior in an online shopping context[J].International Journal of Retail&Distribution Management,2003,31(1):16-29.
[9]KOLERS P A,BRISON S J.Commentary:on pictures,words,and their mental representation[J].Journal of Verbal Learning and Verbal Behavior,1984,23(1):105-113.
[10]LIEBERMAN M.The difference between content marketing and inbound marketing[EB/OL].(2014-11-28)[2018-03-26].https://www.baidu.com/link?url=riiP68swvllmVhAyQymqeog-iLa5Tuuw7yeAEuXWQBjE34NlEbtx_KbTkRH4GFacv0YNOHdW-d_1xOrMhBJGcxMTQCmgfl7XyoWeeOEisxk0MmloIHlh0gpQFRfSykb-qIy4i7CbDGalrqmiyaQgzRK&wd=&eqid=be0cdfcf0000849d000000045ab868fe.
[11]CHOTIKITPAT K,NILSOOK P,SODSEE S.Techniques for improving website rankings with search engine optimization(SEO)[J].Advanced Science Letters,2015,21(10):3219-3224.
[12]LEDFORD J.SEO:search engine optimization bible[M].New Jersey:John Wiley&Sons,Inc.,2007.
[13]BLACK H,KELLEY S.A storytelling perspective on online customer reviews reporting service failure and recovery[J].Journal of Travel&Tourism Marketing,2009,26(2):169-179
[14]LI Z C,MA S P,SUN Z Y.Automatic extraction for product feature words from comments on the web[C].Information Retrieval Technology,Berlin,Heidelberg,2009.
[15]SCHIFFMAN L G,KANUK L,HANSEN H.Consumer behaviour[M].London:Financial Times/Prentice Hall,2013.
[16]KOTLER P,KARTAJAYA H,SETIAWAN I.Marketing 4.0:moving from traditional to digital[M].New Jersey:John Wiley&Sons,Inc.,2017.
[17]BUCKLIN R E,SISMEIRO C.A model of web site browsing behavior estimated on clickstream data[J].Journal of Marketing Research,2003,40(3):249-267.
[18]BROWN M,POPE N,VOGOES K.Buying or browsing?an exploration of shopping orientations and online purchase intention[J].European Journal of Marketing,2003,37(11):1666-1684
[19]耿骞,杨倩.基于三维模型的网络信息浏览行为及认知影响因素研究[J].图书情报工作,2015,59(15):87-93.
[20]MALLAPRAGADA G,CHANDUKALA S R,LIU Q.Exploring the effects of“what”(product)and“where”(website)characteristics on online shopping behavior[J].Journal of Marketing,2016,80(2):21-38.
[21]KUSHWAHA T,SHANKAR V.Are multichannel customers really more valuable?the moderating role of product category characteristics[J].Journal of Marketing A Quarterly Publication of the American Marketing Association,2013,77(77):67-85.
[22]DUAN W,GU B,WHINSTON A B.Do online reviews matter?-an empirical investigation of panel data[J].Decision Support Systems,2008,45(4):1007-1016.
[23]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.
[24]HU N,KOH N S,REDDY S K.Ratings lead you to the product,reviews help you clinch it?the mediating role of online review sentiments on product sales[J].Decision Support Systems,2014,57(1):42-53.
[25]PANG B,LEE L.Opinion mining and sentiment analysis[M].Boston:Now Publishers Inc.,2008.
[26]郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,13(8):78-97.
[27]雷蕾,黄敏学.大数据时代下的产品评价方法探究---以顾客网上评论的文本数据分析为例[J].珈咖管理评论,2014,8(1):129-141.
[28]TIRUNILLAI S,TELLI G J.Mining marketing meaning from online chatter:strategic brand analysis of big data using latent dirichlet allocation[J].Journal of Marketing Research,2014,51(4):463-479.
[29]BLEI D M,NG A Y,JORDAN M.Latent dirichlet allocation[J].Journal of Machine Learning Research,2003(3):993-1022.
[30]GRüN B,HORNIK K.Topic models:an R package for fitting topic models[J].Journal of Statistical Software,2011,40(3):1-30.
[31]蔺璜,郭姝慧.程度副词的特点范围与分类[J].山西大学学报(哲学社会科学版),2004,8(1):71-74.
[32]SCHINDLER R M,BICKART B.Perceived helpfulness of online consumer reviews:the role of message content and style[J].Journal of Consumer Behaviour,2012,11(3):234-243.
[33]王长征,何钐,王魁.网络口碑中追加评论的有用性感知研究[J].管理科学,2015,28(3):102-114.
(1)中国电子商务研究中心. http://www.100ec.cn/。
(1)http://bim.baidu.com/mr_main.php.
[2]WANG R Y.Beyond accuracy:what data quality means to data consumers[J].Journal of Management Information Systems,1996,12(4):5-33
[3]KILLORAN J B.How to use search engine optimization techniques to increase website visibility[J].IEEE Transactions on Professional Communication,2013,56(1):50-66.
[4]赵帮华.跨境电商平台商品标题构式的认知语言学阐释---以阿里巴巴平台的迷你裙标题为例[J].成都师范学院学报,2017,33(2):88-92.
[5]梁昌勇,王倩倩,陆文星,等.结合商品标题和描述的在线评论特征词选择方法研究[J].现代图书情报技术,2011(5):49-54.
[6]WANG L,ZHANG J,YAN W.TOOR:a novel product title optimization method based on online reviews in E-commerce[J].Frontiers of Business Research in China,2015,9(4):536-558.
[7]ZHANG J,DIMITROFF A.The impact of webpage content characteristics on webpage visibility in search engine results[J].Information Processing&Management,2005,41(3):665-690.
[8]PARK C H,KIM Y G.Identifying key factors affecting consumer purchase behavior in an online shopping context[J].International Journal of Retail&Distribution Management,2003,31(1):16-29.
[9]KOLERS P A,BRISON S J.Commentary:on pictures,words,and their mental representation[J].Journal of Verbal Learning and Verbal Behavior,1984,23(1):105-113.
[10]LIEBERMAN M.The difference between content marketing and inbound marketing[EB/OL].(2014-11-28)[2018-03-26].https://www.baidu.com/link?url=riiP68swvllmVhAyQymqeog-iLa5Tuuw7yeAEuXWQBjE34NlEbtx_KbTkRH4GFacv0YNOHdW-d_1xOrMhBJGcxMTQCmgfl7XyoWeeOEisxk0MmloIHlh0gpQFRfSykb-qIy4i7CbDGalrqmiyaQgzRK&wd=&eqid=be0cdfcf0000849d000000045ab868fe.
[11]CHOTIKITPAT K,NILSOOK P,SODSEE S.Techniques for improving website rankings with search engine optimization(SEO)[J].Advanced Science Letters,2015,21(10):3219-3224.
[12]LEDFORD J.SEO:search engine optimization bible[M].New Jersey:John Wiley&Sons,Inc.,2007.
[13]BLACK H,KELLEY S.A storytelling perspective on online customer reviews reporting service failure and recovery[J].Journal of Travel&Tourism Marketing,2009,26(2):169-179
[14]LI Z C,MA S P,SUN Z Y.Automatic extraction for product feature words from comments on the web[C].Information Retrieval Technology,Berlin,Heidelberg,2009.
[15]SCHIFFMAN L G,KANUK L,HANSEN H.Consumer behaviour[M].London:Financial Times/Prentice Hall,2013.
[16]KOTLER P,KARTAJAYA H,SETIAWAN I.Marketing 4.0:moving from traditional to digital[M].New Jersey:John Wiley&Sons,Inc.,2017.
[17]BUCKLIN R E,SISMEIRO C.A model of web site browsing behavior estimated on clickstream data[J].Journal of Marketing Research,2003,40(3):249-267.
[18]BROWN M,POPE N,VOGOES K.Buying or browsing?an exploration of shopping orientations and online purchase intention[J].European Journal of Marketing,2003,37(11):1666-1684
[19]耿骞,杨倩.基于三维模型的网络信息浏览行为及认知影响因素研究[J].图书情报工作,2015,59(15):87-93.
[20]MALLAPRAGADA G,CHANDUKALA S R,LIU Q.Exploring the effects of“what”(product)and“where”(website)characteristics on online shopping behavior[J].Journal of Marketing,2016,80(2):21-38.
[21]KUSHWAHA T,SHANKAR V.Are multichannel customers really more valuable?the moderating role of product category characteristics[J].Journal of Marketing A Quarterly Publication of the American Marketing Association,2013,77(77):67-85.
[22]DUAN W,GU B,WHINSTON A B.Do online reviews matter?-an empirical investigation of panel data[J].Decision Support Systems,2008,45(4):1007-1016.
[23]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.
[24]HU N,KOH N S,REDDY S K.Ratings lead you to the product,reviews help you clinch it?the mediating role of online review sentiments on product sales[J].Decision Support Systems,2014,57(1):42-53.
[25]PANG B,LEE L.Opinion mining and sentiment analysis[M].Boston:Now Publishers Inc.,2008.
[26]郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,13(8):78-97.
[27]雷蕾,黄敏学.大数据时代下的产品评价方法探究---以顾客网上评论的文本数据分析为例[J].珈咖管理评论,2014,8(1):129-141.
[28]TIRUNILLAI S,TELLI G J.Mining marketing meaning from online chatter:strategic brand analysis of big data using latent dirichlet allocation[J].Journal of Marketing Research,2014,51(4):463-479.
[29]BLEI D M,NG A Y,JORDAN M.Latent dirichlet allocation[J].Journal of Machine Learning Research,2003(3):993-1022.
[30]GRüN B,HORNIK K.Topic models:an R package for fitting topic models[J].Journal of Statistical Software,2011,40(3):1-30.
[31]蔺璜,郭姝慧.程度副词的特点范围与分类[J].山西大学学报(哲学社会科学版),2004,8(1):71-74.
[32]SCHINDLER R M,BICKART B.Perceived helpfulness of online consumer reviews:the role of message content and style[J].Journal of Consumer Behaviour,2012,11(3):234-243.
[33]王长征,何钐,王魁.网络口碑中追加评论的有用性感知研究[J].管理科学,2015,28(3):102-114.
(1)中国电子商务研究中心. http://www.100ec.cn/。
(1)http://bim.baidu.com/mr_main.php.