基于信息级联的网购用户羊群行为研究
发布时间：2018-08-19 17:25
【摘要】：采集了天猫商城上403件女士牛仔裤从2013年10月25日至2013年11月24日的数据构建不平衡面板数据,实证检验了网购用户羊群行为中的信息级联效应,并研究了信息级联和网络口碑对用户购物行为的混合影响。结果显示:商品相对流行程度对其销量有着显著的影响,呈明显的信息级联效应;评论数量对排名高的商品销量没有影响,但对排名较低的商品销量有积极和显著的影响,用户评分对商品销量没有影响;需求法则对排名高的商品销量仍然有效。对于排名较低的商品,价格代理了商品的质量信息,对销量有着正面的影响。
[Abstract]:From October 25, 2013 to November 24, 2013, we collected 403 pieces of jeans from Tmall Mall to construct unbalanced panel data, and tested the information cascade effect in herd behavior of online shoppers. The mixed effects of information cascading and internet word-of-mouth on user's shopping behavior were studied. The results showed that the relative popularity of goods had a significant effect on the sales volume, and the number of comments had no effect on the sales volume of the high ranking goods, but had a positive and significant effect on the sales volume of the lower ranking goods. User ratings have no effect on sales; demand rules remain valid for high-ranking sales. For lower-ranking goods, prices represent the quality of goods, and have a positive impact on sales.
【作者单位】： 江西财经大学信息管理学院;武汉大学信息管理学院;
【基金】：教育部人文社会科学研究青年基金项目(13YJC630094) 国家自然科学基金项目(71363022) 国家科技支撑计划(2011BAH10B00)
【分类号】：F713.36;G353.1
，
本文编号：2192328
[Abstract]:From October 25, 2013 to November 24, 2013, we collected 403 pieces of jeans from Tmall Mall to construct unbalanced panel data, and tested the information cascade effect in herd behavior of online shoppers. The mixed effects of information cascading and internet word-of-mouth on user's shopping behavior were studied. The results showed that the relative popularity of goods had a significant effect on the sales volume, and the number of comments had no effect on the sales volume of the high ranking goods, but had a positive and significant effect on the sales volume of the lower ranking goods. User ratings have no effect on sales; demand rules remain valid for high-ranking sales. For lower-ranking goods, prices represent the quality of goods, and have a positive impact on sales.
【作者单位】： 江西财经大学信息管理学院;武汉大学信息管理学院;
【基金】：教育部人文社会科学研究青年基金项目(13YJC630094) 国家自然科学基金项目(71363022) 国家科技支撑计划(2011BAH10B00)
【分类号】：F713.36;G353.1
，
本文编号：2192328
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