在线评论特征对知识付费产品销量的影响研究——基于产品类型的调节作用

摘要/Abstract

摘要： 与搜索品和体验品相比，知识付费产品具有信任品特性，意味着消费者具有更高的感知风险意识。因此，研究在线评论特征对于知识付费产品销量的影响机制尤为重要。本文基于信号理论构建了在线评论特征影响知识付费产品销量的理论模型，并探讨了产品类型的调节作用。本文采用4625条知乎Live数据验证模型与假设。结果表明，评论数量、评论好评率以及评论可读性正向影响知识付费产品销量，评论长度负向影响知识付费产品销量，评论主观性对知识付费产品销量影响不显著。同时，与实用型产品相比，享乐型产品的评论数量、评论好评率和评论可读性对知识付费产品销量的正向影响更加明显，享乐型产品的评论长度对知识付费产品销量的负向影响更加明显。与享乐型产品相比，实用型产品的评论主观性对知识付费产品销量的负向影响更加明显。

关键词: 知识付费, 信号理论, 在线评论特征, 产品销量, 产品类型

Abstract: Online reviews are the main source of information for assessing product quality, which influence consumers' purchasing decisions and then affect product sales. For credence products, the existing literature only considers the effect of the number of reviews and the average score on product sales, but ignores the important influence of the fine-grained characteristics of reviews on the product sales. In addition, knowledge products belong to credence products, which means that consumers have a higher perceived risk awareness. Therefore, studying the review characteristics of knowledge products is of particular importance in revealing the influence mechanism of sales. In this paper, five characteristics of reviews are proposed, namely, the number of reviews, review length, favorable rating, readability of reviews and subjectivity of reviews. The measurement of readability is based on DNN language model, while the measurement of subjectivity is based on word bag and 2-POS model. Based on the signal theory, this paper constructs a theoretical model to examine the effect of review characteristics on the knowledge product sales, and explores the moderating effect of product type. The knowledge payment product data in Zhihu Live are used to verify the proposed model. Results show that the number of reviews, favorable rating and the readability positively affect the knowledge products sales; the reviews length negatively affects the knowledge products sales; the subjectivity of reviews does not affect the knowledge products sales; compared with utilitarian products, the number, favorable rating and the readability of hedonic products reviews have a more obvious positive impact on sales, and the length of hedonic products reviews has a more obvious negative impact on sales; compared with hedonic products, the subjectivity of utilitarian product reviews has a more obvious negative impact on sales. The research conclusions provide theoretical support and practical guidance for the platform to manage online reviews.

Key words: knowledge payment, signal theory, review characteristics, knowledge products sales, product type

齐托托, 周洵, 王天梅. 在线评论特征对知识付费产品销量的影响研究——基于产品类型的调节作用[J]. 管理评论, 2021, 33(11): 209-222.

Qi Tuotuo, Zhou Xun, Wang Tianmei. Research on the Effect of Online Reviews on the Knowledge Products Sales: Moderating Effect of Product Type[J]. Management Review, 2021, 33(11): 209-222.

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