信息级联视角下网购产品排名对产品销量的影响:产品类型和产品价格的调节作用

摘要/Abstract

摘要： 运用真实的线上产品数据,从信息级联视角分析产品排名对在线消费者购买行为的影响,并深入研究产品类型和产品价格的调节作用。研究发现,在控制网络效应和口碑效应的影响后,产品排名对产品销量有积极的影响。与购买搜索品相比,在线消费者在购买体验品时产品排名拥有更大的影响。与购买低价品相比,在线消费者在购买高价品时产品排名拥有更大的影响。而且,在线消费者购买高价体验品时产品排名的影响最大,低价体验品次之,高价搜索品再次之,低价搜索品最小。此外,研究表明,单独分析产品类型或产品价格的影响时,它们的调节作用都是显著的。但同时考虑两者的影响时,其交互作用和产品类型的调节作用都是显著的,产品价格的调节作用却消失了。

关键词: 产品排名, 网络购物, 信息级联, 产品类型, 产品价格

Abstract: Using real online product data from the largest business-to-consumer platform in China of Tmall.com, this study examines the effect of product ranking on online consumers’ purchasing behavior from the perspective of information cascades, and investigates the moderating roles of product type and product price. This study uncovers several notable findings. After controlling for network effects and word-of-mouth effects, we find that product ranking has a positive impact on product sales in online shopping. Furthermore, if the effects of product type or product price are analyzed separately, the moderating effects are significant. Specifically, product ranking has a greater impact on product sales for experience goods than for search goods. Product ranking also has a stronger influence on product sales for high-price goods than for low-price goods. However, after considering the influence of product type and product price at the same time, we find that the interaction between the two is significant, the moderating effect of product type is still significant, but the moderating effect of product price disappears. In terms of the the level of influence that product ranking has on product sales, the greatest influence is for high-price experience products, the second greatest influence is for low-price experience products and high-price search products, and the least influence is for low-price search products. This study enriches the theory of online consumer behavior research and provides practical guidance for online retailers and e-commerce platforms to better carry out online marketing.

Key words: product ranking, online shopping, information cascades, product type, product price

刘启华, 王丽, 童泽林, 李一然, 张晓钰. 信息级联视角下网购产品排名对产品销量的影响:产品类型和产品价格的调节作用[J]. 管理评论, 2023, 35(1): 174-186.

Liu Qihua, Wang Li, Tong Zelin, Li Yiran, Zhang Xiaoyu. The Influence of Product Ranking on Product Sales in Online Shopping from the Perspective of Information Cascades: The Moderating Roles of Product Type and Product Price[J]. Management Review, 2023, 35(1): 174-186.

参考文献

[1] 前瞻网.淘宝网站总覆盖人数达11343. 70万人[EB/OL]. https://www.qianzhan.com/qzdata/detail/149/160728-8c0422c0.html,2016-07-28
[2] Duan W., Gu B., Whinston A. B. Do Online Reviews Matter?——An Empirical Investigation of Panel Data[J]. Decision Support Systems, 2008,45(4):1007-1016
[3] Chen Y. F. Herd Behavior in Purchasing Books Online[J]. Computers in Human Behavior, 2008,24(5):1977-1992
[4] Chu L. Y., Nazerzadeh H., Zhang H. Position Ranking and Auctions for Online Marketplaces[J]. Management Science, 2020, 66(8):3617-3634
[5] Bikhchandani S., Hirshleifer D., Welch I. A Theory of Fads, Fashion, Custom, and Cultural Change as Informational Cascades[J]. Journal of Political Economy, 1992,100(5):992-1026
[6] Kübler D., Weizsäcker G. Information Cascades in the Labor Market[J]. Journal of Economics, 2003,80(3):211-229
[7] Melissas N. Herd Behavior as an Incentive Scheme[J]. Economic Theory, 2005,26(3):517-536
[8] Drehmann M., Oechssler J., Roider A. Herding and Contrarian Behavior in Financial Markets:An Internet Experiment[J]. American Economic Review, 2005,95(5):1403-1426
[9] Veldkamp L. L. Media Frenzies in Markets for Financial Information[J]. American Economic Review, 2006,96(3):577-601
[10] 李建标,巨龙,任广乾,等.旅游体验研究的行为分析范式[J].旅游学刊, 2009,24(8):12-16
[11] Cai H. B., Chen Y. Y., Fang H. M. Observational Learning:Evidence from a Randomized Natural Field Experiment[J]. The American Economic Review, 2009,99(3):864-882
[12] Lee Y. J., Hosanagar K., Tan Y. Do I Follow My Friends or the Crowd?Information Cascades in Online Movie Ratings[J]. Management Science, 2015,61(9):2241-2258
[13] Duan W., Gu B., Whinston A. B. Informational Cascades and Software Adoption on the Internet:An Empirical Investigation[J]. MIS Quarterly, 2009,33(1):23-48
[14] Onnela J. P., Reed-Tsochas F. Spontaneous Emergence of Social Influence in Online Systems[J]. Proceedings of the National Academy of Sciences, 2010,107(43):18375-18380
[15] Park J., Park J., Yoon H. J. The Interaction Effects of Information Cascades, System Recommendations and Recommendations on Software Downloads[J]. Online Information Review, 2019,43(5):728-742
[16] Zhao X., Tian J., Xue L. Herding and Software Adoption:A Re-Examination Based on Post-Adoption Software Discontinuance[J]. Journal of Management Information Systems, 2020,37(2):484-509
[17] Lee E., Lee B. Herding Behavior in Online P2P Lending:An Empirical Investigation[J]. Electronic Commerce Research and Applications, 2012,11(5):495-503
[18] Gu B., Tang Q., Whinston A. B. The Influence of Online Word-of-Mouth on Long Tail Formation[J]. Decision Support Systems, 2013,56:474-481
[19] Liu Q. H., Zhang L. Y. Information Cascades in Online Reading:An Empirical Investigation of Panel Data[J]. Library Hi Tech, 2014,32(4):687-705
[20] Liu Q. H., Zhang X. Y., Zhang L. Y., et al. The Interaction Effects of Information Cascades, Word of Mouth and Recommendation Systems on Online Reading Behavior:An Empirical Investigation[J]. Electronic Commerce Research, 2019,19(3):521-547
[21] Liu Q. H., Zhang X. Y., Li Y. R. The Influence of Information Cascades on Online Reading Behaviors of Free and Paid E-Books[J]. Library and Information Science Research, 2020,42(1):101001
[22] 王秀昕,戴和忠,王玉,等.网络推荐及观察学习对消费者选择的影响——基于A/B Test的现场实验[J].浙江大学学报(理学版), 2015,42(2):238-245
[23] Liu Q. H., Huang S., Zhang L. Y. The Influence of Information Cascades on Online Purchase Behaviors of Search and Experience Products[J]. Electronic Commerce Research, 2016,16(4):553-580
[24] 胡林枫,郑杰慧.网络购物情境下产品搜索结果排名对羊群效应的影响:来自眼动实验的证据[J].西安电子科技大学学报(社会科学版), 2019,29(4):48-55
[25] Liu Q. H., Zhang B. Q., Wang L., et al. Information Cascades and Online Shopping:A Cross-Cultural Comparative Study in China and the United States[J]. Journal of Global Information Management, 2021,29(3):26-45
[26] Dewan S., Ho Y. J., Ramaprasad J. Popularity or Proximity:Characterizing the Nature of Social Influence in an Online Music Community[J]. Information Systems Research, 2017,28(1):117-136
[27] Brynjolfsson E., Hu Y., Smith M. D. Consumer Surplus in the Digital Economy:Estimating the Value of Increased Product Variety at Online Booksellers[J]. Management Science, 2003,49(11):1580-1596
[28] Anderson C. The Long Tail:Why the Future of Business Is Selling Less of More[M]. New York:Hyperion, 2006
[29] Brynjolfsson E., Hu Y., Simester D. Goodbye Pareto Principle, Hello Long Tail:The Effect of Search Costs on the Concentration of Product Sales[J]. Management Science, 2011,57(8):1373-1386
[30] Elberse A. Should You Invest in the Long Tail?[J]. Harvard Business Review, 2008,86(7):88-96
[31] Spiekermann S. Online Information Search with Electronic Agents:Drivers, Impediments, and Privacy Issues[D]. Humboldt University, Berlin, Doctoral Dissertation, 2001
[32] Swaminathan V. The Impact of Recommendation Agents on Consumer Evaluation and Choice:The Moderating Role of Category Risk, Product Complexity, and Consumer Knowledge[J]. Journal of Consumer Psychology, 2003,13(1-2):93-101
[33] Xiao B., Benbasat I. E-Commerce Product Recommendation Agents:Use, Characteristics, and Impact[J]. MIS Quarterly, 2007,31(1):137-209
[34] 李建标,王鹏程,巨龙.信息瀑布——序贯决策中行为匹配的实验研究[J].管理评论, 2015,27(10):84-94
[35] Nelson P. Advertising as Information[J]. Journal of Political Economy, 1974,82(4):729-754
[36] Xiao B., Benbasat I. Product-Related Deception in E-Commerce:A Theoretical Perspective[J]. MIS Quarterly, 2011,35(1):169-195
[37] 张艳辉,李宗伟.在线评论有用性的影响因素研究:基于产品类型的调节效应[J].管理评论, 2016,28(10):123-132
[38] Jimenez F. R., Mendoza N. A. Too Popular to Ignore:The Influence of Online Reviews on Purchase Intentions of Search and Experience Products[J]. Journal of Interactive Marketing, 2013,27(3):226-235
[39] Park C., Lee T. M. Information Direction, Website Reputation and eWOM Effect:A Moderating Role of Product Type[J]. Journal of Business Research, 2009,62(1):61-67
[40] 李宗伟,张艳辉,栾东庆.哪些因素影响消费者的在线购买决策?——顾客感知价值的驱动作用[J].管理评论, 2017,29(8):136-146
[41] Cunningham M. The Major Dimensions of Perceived Risk[A]. In D. Cox (Eds.), Risk Taking and Information Handling in Consumer Behavior[C]. Boston:Harvard University Press, 1967
[42] Abbassi Z., Aperjis C., Huberman B. A. Swayed by Friends or by the Crowd?[J]. Social Informatics, 2012,7710:365-378
[43] Cox D. F., Rich S. J. Perceived Risk and Consumer Decision Making[J]. Journal of Marketing Research, 1964,1(4):32-39
[44] Roselius T. Consumer Rankings of Risk Reduction Methods[J]. Journal of Marketing, 1971,35(1):56-61
[45] Campbell M. C., Goodstein R. C. The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity:Preference for the Norm[J]. Journal of Consumer Research, 2001,28(3):439-449
[46] 吴川徽,黄仕靖,袁勤俭.用户感知风险与网络信息搜寻行为关系的元分析[J].情报理论与实践, 2020,43(6):115-122
[47] Zhang J. J., Liu P. Rational Herding in Microloan Markets[J]. Management Science, 2012,58(5):892-912
[48] Le Roux A., Thebault M., Roy Y. Do Product Category and Consumers' Motivations Profiles Matter Regarding Counterfeiting?[J]. Journal of Product and Brand Management, 2019,28(6):758-770
[49] 搜狐.雅诗兰黛发布2019年业绩回顾,新品销售额占30%[EB/OL]. https://www.sohu.com/a/345716324_329832,2019-10-09
[50] 中国钟表网.双十一购物节,全网钟表品牌销售排名统计[EB/OL]. http://www. chinawatchnet. com/News/37846. html, 2015-10-29
[51] 艾媒网. 2020年秋冬用品如何选?《2019秋冬用品新消费品牌榜》告诉你[EB/OL]. https://www.iimedia.cn/c880/67489.html,2019-12-26
[52] 探马来报大数据."女士手表"行业报告-2016年05月[EB/OL]. https://mp.weixin.qq.com/s/C359fb5kIh7SvZU-HI-QIw,2016-07-24
[53] Katz M. L., Shapiro C. Systems Competition and Network Effects[J]. Journal of Economic Perspectives, 1994,8(2):93-115
[54] 龚诗阳,刘霞,刘洋,等.网络口碑决定产品命运吗——对线上图书评论的实证分析[J].南开管理评论, 2012,15(4):118-128
[55] 谢光明,金大祥,胡培.基于产品销量的网络口碑离散对消费者购买行为的影响分析[J].南开管理评论, 2018,21(6):53-66
[56] Lin Z. J. An Empirical Investigation of User and System Recommendations in E-Commerce[J]. Decision Support Systems, 2014, 68:111-124
[57] Li X. T., Wu L. Herding and Social Media Word-of-Mouth:Evidence from Groupon[J]. MIS Quarterly,2018,42(4):1331-1351
[58] Lee K. Y., Choi H. Predictors of Electronic Word-of-Mouth Behavior on Social Networking Sites in the United States and Korea:Cultural and Social Relationship Variables[J]. Computers in Human Behavior, 2019,94:9-18
[59] Hu S. G., Liu H. F., Zhang S. Q., et al. Proactive Personality and Cross-Cultural Adjustment:Roles of Social Media Usage and Cultural Intelligence[J]. International Journal of Intercultural Relations, 2020,74:42-57
[60] Wang Y., Wang Z. G., Zhang D. S., et al. Discovering Cultural Differences in Online Consumer Product Reviews[J]. Journal of Electronic Commerce Research, 2019,20(3):169-183
[61] 赵卫宏,谢升成,苏晨汀.母国文化定位策略让品牌走进东道国消费者心智——文化认同视角[J].管理评论, 2020,32(10):194-205