管理评论

管理评论 ›› 2022, Vol. 34 ›› Issue (3): 186-197.

• 市场营销 • 上一篇    下一篇

同源初次与追加口碑效价一致性对产品销售影响的实证研究

赵岩, 冯项楠, 李宜威, 贾建民   

  1. 1. 西南交通大学经济管理学院, 成都 610031;
    2. "服务科学与创新"四川省重点实验室, 成都 610031;
    3. 复旦大学管理学院, 上海 200433;
    4. 岭南大学商学院, 香港 999077;
    5. 香港中文大学(深圳)经管学院, 深圳 518172;
    6. 深圳市人工智能与机器人研究院, 深圳 518129
  • 出版日期:2022-03-28 发布日期:2022-04-20
  • 通讯作者: 冯项楠（通讯作者），复旦大学管理学院副教授，博士
  • 作者简介:赵岩，西南交通大学经济管理学院博士研究生;李宜威，岭南大学商学院助理教授，博士;贾建民，香港中文大学（深圳）经管学院校长讲座教授，博士生导师，博士
  • 基金资助:
    国家自然科学基金重点项目(71490722);国家自然科学基金青年项目(71802166)。

Impact of Online Reviews on Product Sales： The Role of Valence Consistency between Initial and Follow-up Reviews

Zhao Yan, Feng Xiangnan, Li Yiwei, Jia Jianmin   

  1. 1. School of Economics and Management, Southwest Jiaotong University, Chengdu 610031;
    2. Service Science and Innovation Key Laboratory of Sichuan Province, Chengdu 610031;
    3. School of Management, Fudan University, Shanghai 200433;
    4. Faculty of Business, Lingnan University, Hong Kong 999077;
    5. School of Management and Economics, The Chinese University of Hong Kong, Shenzhen, Shenzhen 518172;
    6. Shenzhen Institute of Artificial Intelligence and Robotics for Society, Shenzhen 518129
  • Online:2022-03-28 Published:2022-04-20

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摘要： 近年来部分电商平台推出了追加评论功能,消费者可以在发表初次口碑后的一定期限内再次发表追加口碑,其已成为产品销售的又一重要影响因素。本研究基于51种(102件)产品的网络口碑及销售数据,使用文本挖掘技术对口碑内容的正向、中性和负向效价进行判定,探讨了同源初次与追加口碑效价一致性对产品销售的影响。结果显示,追加口碑相对于初次口碑的不同效价变化方向会对产品销售带来不同的影响,但这种影响受到产品品牌的调节作用。具体而言,效价积极性变化口碑组虽然会促进低端品牌产品的销售,但却对高端品牌产品的销售有不利影响,而效价消极性变化口碑组均会对低端品牌和高端品牌产品的销售带来损害。本文发现,效价积极性变化口碑组对低端品牌产品销售的影响表现为近因效应,但对高端品牌产品销售的影响表现为负面偏差效应。在产品管理上,低端品牌产品的管理者需要特别注重售后服务,而高端品牌产品的管理者则需在优质售后服务的基础上,提高产品质量。

关键词: 网络口碑, 产品销售, 追加口碑, 口碑效价一致性

Abstract: Recently, some e-commerce platforms launched the function of follow-up product review, so consumers can give a follow-up review within a certain period of time after their initial review on the purchased product. Follow-up reviews have become an important factor affecting product sales. Based on the reviews and sales data of 51 kinds (102 pieces) of products, this study examines the impacts of valence consistencies between initial and follow-up reviews given by the same consumers on sales, where the valence of the reviews is evaluated by applying the text mining technology on review contents. Results show that the valence consistencies between homologous initial and follow-up reviews have different effects on sales, and the effects are moderated by product brand. Specifically, for the valance-positively-changed reviews sets, they have a positive effect on sales of low-end products but a negative effect on sales of high-end products; for the valance-negatively-changed reviews sets, they have a negative effect on product sales regardless of brand. It is concluded that the sets of initial and follow-up reviews exhibit recency effect on low-end products and negative deviation effect on high visibility products. For low-end products, managers should pay special attention to after-sale service to improve the follow-up reviews; as for high-end products, after-sale service is only a basis and managers should make efforts to strengthen product quality.

Key words: electronic-word-of-mouth(eWOM), product sales, follow-up review, valence consistency of initial and follow-up reviews