在线评论对移动应用下载影响的实证研究

发布时间：2018-03-24 22:39

本文选题：在线评论　切入点：移动端应用　出处：《吉林大学》2017年硕士论文

【摘要】：互联网与人们的生活联系的日益紧密,互联网的一个重要产品——移动端应用在人们生活中的作用范围也越来越广泛。消费者在下载移动端应用时,页面可供参考的信息只有移动端应用开发者发布的产品基本信息与其他下载者下载并且使用过该移动端应用后发布的评论信息。从开发者的角度来说,所有的开发者都倾向于将自己的移动应用描述的近乎完美,所以对消费者来说,更愿意相信其他使用者发布的评论信息。之前的学者在研究在线评论与购买量之间的关系的过程中,得到了在线评论的数量对网络商品的购买量有显著的影响,在线评论的各个要素对网络商品也都有或多或少的影响。但是之前的研究只是指出了在线评论的各个因素对网络商品购买量会产生的影响的正负向,而没有指出各个因素对购买量产生影响的影响力的大小,而且之前的研究中大多采用了实物的网络商品作为研究对象进行研究,实物的网络商品与本文的研究对象——移动端应用有很大的一点区别是,在对实物的网络商品进行研究的时候,很难排除商品本身价格的影响,所以对在线评论各个因素与移动端应用之间关系的研究依然存在一些弊端。本文正是从以上几点出发,在以往研究的基础之上,分别在安卓市场、豌豆荚市场、和应用宝市场中,对免费的移动应用中的对在线评论数据与下载量数据等一手数据进行了收集,并且对收集到的数据进行了计算与分析,结果发现对于不同种类的移动端应用,产生重要影响的在线评因素有明显也都不尽相同,尤其对于体验类商品,有非常明显的差异。对于在线评论的各个因素来说,在线评论的数量对移动端应用下载量有显著的正向影响,其中正向的在线评论数量对移动应用下在数量有显著地正向的影响,负向的在线评论数量对移动应用下载数量有显著地负向的影响,中性的在线评论对移动端应用的下载数量几乎没有显著的影响,其中负向评论的影响明显大于正向评论与中性评论产生的影响。在线评论的内容长度、在线评论的评分对部分类别的应用也有显著的影响,但是其影响的强度不及评论数量。在最后,本文还提出了研究结果对管理的启示以及对未来研究方向的展望。希望本文能够有助于消费者和商家更深入地了解在线评论有效性,使其更好地利用在线评论。
[Abstract]:As the Internet is increasingly connected with people's lives, mobile applications, one of the most important products of the Internet, are becoming more and more widely used in people's lives. The only information available on the page is the basic product information released by the mobile app developer and comments posted by other downloads after the app has been downloaded and used. From the developer's point of view, All developers tend to describe their mobile apps almost perfectly, so for consumers, Previous scholars, while studying the relationship between online reviews and purchases, found that the number of online reviews had a significant impact on online merchandise purchases. Each element of online reviews has a more or less impact on online goods. But previous studies have only pointed out the positive and negative effects of online reviews on online merchandise purchases. It does not point out the influence of each factor on the purchase quantity, and most of the previous studies have used the physical network goods as the research object. There is a big difference between the real network goods and the mobile application, which is the research object of this paper. It is very difficult to exclude the influence of the commodity price when studying the network goods. Therefore, there are still some drawbacks in the study of the relationship between the various factors of online reviews and mobile applications. This paper is based on the above points, and on the basis of previous studies, it is in the Android market, the pea market, the pea market, and so on. In the market of YingYongBao, the primary data such as online review data and download data in free mobile applications are collected, and the collected data are calculated and analyzed. The results show that for different types of mobile applications, The factors that make an important impact on online reviews are obviously different, especially for experiential products. For all the factors in online reviews, The number of online reviews has a significant positive impact on the number of downloads of mobile applications, and the number of positive online comments has a significant positive impact on the number of mobile applications. The number of negative online reviews had a significant negative impact on the number of downloads on mobile apps, while neutral online reviews had little significant effect on the number of downloads on mobile apps. The influence of negative comment is obviously greater than that of positive comment and neutral comment. The content length of online comment and the score of online comment also have significant influence on the application of some categories. But its impact is not as strong as the number of reviews. In the end, the paper also puts forward the implications of the findings for management and the future direction of research. It is hoped that this paper can help consumers and businesses to understand the effectiveness of online reviews more deeply. Make better use of online reviews.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49

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