在线评论对实木家具销量的影响研究

发布时间：2018-11-01 18:30

【摘要】：随着互联网的发展,网上购物得到迅速发展。鉴于网络购物的虚拟性,在线评论这种包含用户观点和态度的网络口碑受到了前所未有的重视。在线评论作为消费者了解产品信息的重要媒介,成为了网购者进行购买决策的有力帮手。同时,随着电子商务的逐步发展与壮大,相对于之前不易在网络销售的大型家具也逐渐打破传统枷锁,其网络购买现象逐渐普遍起来。因此,对实木家具用户在线评论进行研究,了解其对网购产品销量的影响具有非常重要的现实意义。本文选取淘宝网实木家具作为研究对象,通过收集淘宝网上实木家具的产品信息与8000多条评论信息,对实木家具销量的影响因素进行研究。首先,在总结国内外关于在线评论研究的基础上,进行在线评论对实木家具销量的影响因素分析与相关特征变量筛选,具体选取的在线评论特征变量包括在线评论数量、情感倾向、评论者信誉、评论时效性、评论内容和质量等；商品特征变量包括产品折扣系数、商品属性和上架天数等。其次,在影响因素分析阶段,通过引入商品特征变量作为控制变量,来研究在线评论特征变量对产品销量的影响。具体通过多个多元回归模型的比较来得出不同特征变量对实木家具销量影响的差异,进而得到最优影响模型。研究表明在线评论数量、质量、情感倾向对因变量显著相关。再次,根据多元回归模型的比较结果,对在线评论数量、质量、情感倾向与因变量进行关联性分析,并测算其具体的关联度。将其按照关联度递减排序依次为在线评论质量、在线评论数量、情感倾向。最后,根据关联度排序情况,选取关联度最大的在线评论质量与因变量进行logistic回归分析,测算在线评论质量在不同情况下对因变量的影响概率。实证研究结果表明,商品特征变量对实木家具销量影响不显著；在线评论的数量、质量和情感倾向对实木家具销量影响显著,评论者信誉影响不显著；实木家具的在线评论存在时效性,即近期的评论对实木家具销量的影响大于总的评论对实木家具销量的影响；五级情感倾向对实木家具产品销量的影响大于三级情感倾向对实木家具产品销量的影响。在此基础上,提出商家应鼓励消费者及时发表高质量的正向评论；电商平台应努力健全在线评论体系；政府应建立健全基于电子商务的法律法规等对策,进而为实木家具销量的增长提供帮助。
[Abstract]:With the development of Internet, online shopping is developing rapidly. In view of the virtual nature of online shopping, online reviews, which include the views and attitudes of users, have received unprecedented attention. As an important medium for consumers to understand product information, online reviews have become a powerful helper for online shoppers to make purchase decisions. At the same time, with the gradual development and expansion of electronic commerce, compared with the large furniture which is not easy to sell on the network before, the traditional shackles have been gradually broken, and the phenomenon of network purchase is becoming more and more popular. Therefore, it is of great practical significance to study the online review of solid wood furniture users and understand its influence on the sales volume of online shopping products. This paper selects Taobao solid wood furniture as the research object, through collecting the product information and more than 8000 comment information of the solid wood furniture on Taobao, studies the influencing factors of the solid wood furniture sales volume. First of all, on the basis of summarizing the domestic and foreign research on online reviews, this paper analyzes the influencing factors of online reviews on solid wood furniture sales and the selection of relevant feature variables, including the number of online reviews. Emotional tendency, credibility, timeliness, content and quality; The commodity characteristic variable includes the product discount coefficient, the commodity attribute and the shelf days and so on. Secondly, in the stage of influencing factor analysis, the influence of online comment feature variable on product sales is studied by introducing commodity characteristic variable as control variable. Through the comparison of multiple regression models, the difference of the influence of different characteristic variables on the sales of solid wood furniture is obtained, and then the optimal impact model is obtained. The study showed that the quantity, quality and affective tendency of online comments were significantly correlated with dependent variables. Thirdly, according to the results of multivariate regression model, this paper analyzes the correlation between online comment quantity, quality, affective tendency and dependent variables, and calculates its specific correlation degree. The quality of online comments, the quantity of online comments and the emotional tendency are ranked in descending order according to the correlation degree. Finally, according to the ranking of correlation degree, the online comment quality and dependent variables with the largest correlation degree are selected for logistic regression analysis, and the influence probability of online comment quality on dependent variables is calculated under different conditions. The empirical results show that the commodity characteristic variables have no significant effect on the sales of solid wood furniture, the quantity, quality and emotional tendency of online reviews have a significant impact on the sales volume of solid wood furniture, while the impact of reviewers' reputation is not significant. The online review of solid wood furniture has timeliness, that is, the impact of recent reviews on the sales volume of solid wood furniture is greater than that of the total comments on the sales volume of solid wood furniture; The influence of five-level emotional tendency on solid wood furniture sales is greater than that of third-level emotional tendency on solid wood furniture sales. On this basis, it is proposed that merchants should encourage consumers to publish high-quality positive comments in time, and e-commerce platforms should strive to improve the online comment system. The government should establish and perfect the laws and regulations based on e-commerce, so as to provide help for the growth of solid wood furniture sales.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F426.88

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