在线初次评论与在线追加评论对商品销量影响的比较研究

›› 2018, Vol. 30 ›› Issue (1): 144-153.

在线初次评论与在线追加评论对商品销量影响的比较研究

石文华, 王璐, 绳娜, 蔡嘉龙

北京邮电大学经济管理学院, 北京 100876

收稿日期:2017-02-28 出版日期:2018-01-28 发布日期:2018-01-24
通讯作者: 王璐(通讯作者),北京邮电大学经济管理学院硕士研究生。
作者简介:石文华,北京邮电大学经济管理学院副教授,硕士生导师,博士;绳娜,北京邮电大学经济管理学院硕士研究生;蔡嘉龙,北京邮电大学经济管理学院硕士研究生。
基金资助:
国家自然科学基金项目（71371034；71372194）。

A Comparative Study into the Impact of Initial and Follow-on Online Comments on Sales

Shi Wenhua, Wang Lu, Sheng Na, Cai Jialong

School of Economics and Management, Beijing University of Posts and Telecommunication, Beijing 100876

Received:2017-02-28 Online:2018-01-28 Published:2018-01-24

摘要/Abstract

摘要：

近年来在线评论愈加受到重视，各大电商平台陆续推出了追加评论的功能。为了比较在线初次评论与在线追加评论对商品销售数量的影响，本研究基于文献综述和实践观察，将在线初次评论与在线追加评论的评论情感倾向、评论数量和评论长度三个维度作为自变量，商品销售数量作为因变量，利用爬虫数据构建回归方程检验假设，得出结论：在线初次评论、追加评论的情感倾向得分、初次评论的数量对商品销量均有显著的正向影响，其中，相比于初次评论，追加评论的情感倾向对商品销量将会产生更大的影响。

关键词: 在线初次评论, 在线追加评论, 评论情感倾向, 商品销量

Abstract:

As online comments have been more and more taken seriously in recent years, major online shopping platforms begin to roll out the function of follow-on comments. To compare the effects of initial online comments and follow-on comments on the merchandise sale volume, a return equation model based on the real data is constructed to test the hypotheses in which the emotional tendencies, the quantity and the length of online initial comments and additional comments are considered as independent variables, and the merchandise sales are considered as dependent variable. The conclusions are as follows:the sales are significantly positively affected by the emotional tendencies of initial online comments and follow-on comments and the quantity of online initial comments. Also the emotional tendencies of online additional comments have a greater impact on sales compared to initial comments.

Key words: initial online comment, follow-on online comment, emotional tendencies of comment, merchandise sales

石文华, 王璐, 绳娜, 蔡嘉龙. 在线初次评论与在线追加评论对商品销量影响的比较研究[J]. , 2018, 30(1): 144-153.

Shi Wenhua, Wang Lu, Sheng Na, Cai Jialong. A Comparative Study into the Impact of Initial and Follow-on Online Comments on Sales[J]. , 2018, 30(1): 144-153.

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