基于文本分析的网上消费者评论影响机制研究
The Research of Online Customer Reviews on the Base of Text Analysis

DOI: 10.12677/ETW.2014.44006, PP. 41-48

Keywords: 消费者评论，文本分析，产品销量
Customer Reviews, Text Analysis, Sales

Full-Text   Cite this paper   Add to My Lib

Abstract:

在Web2.0时代，消费者评论的作用日益凸显。为此，很多学者对消费者评论的影响做了大量的研究。通常，他们采用消费者评论的量和产品打分作为研究对象。事实上，消费者更关注的是评论中的文本。基于文本分析的方法，可以有效地挖掘出评论的文本中消费者对于产品的真实评价。利用对网上交易社区的数据研究发现，消费者产品评论的量对销量有正向影响，消费者评论的极性对销量有正向作用，且消费者评论量正向调节消费者评论机型对销量的作用。同时，本文消费者对产品不同属性的评价差异性越大，对产品越有利。相关研究结论深化了对消费者评论作用的理解，并为企业运用消费者评论提供了指导。
In the era of Web2.0, customer reviews have become more and more important. Many researchers have done a large number of researches. But they have just focused on the quantitative proxy such as volume and ratings. But the customers care more about the text. By text analysis, we can find more detail from the texts. From the empirical study, we find that volume and the valence of the customer reviews both positively influence sales and they have a positive interaction. We also find that the variance of the customer reviews has a positive influence on the sales. Our findings can expand the understanding of customer reviews and help marketers utilize online word-of-mouth.

References

[1]	Ludwig, S., Ruyter, K.D., Friedman, M., et al. (2013) More than words: The influence of affective content and linguistic style matches in online reviews on conversion rates. Journal of Marketing, 77, 87-103.
[2]	Chevalier, J.A. and Mayzlin, D. (2006) The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43, 345-354.
[3]	Chintagunta, P., Gopinath, S. and Venkataraman, S. (2010) The effects of online user reviews on movie box-office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29, 944-957.
[4]	Zhu, F. and Zhang, X.Q. (2010) Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74, 133-148.
[5]	Liu, Y. (2006) Word of mouth for movies: Its dynamics and impact on box office revenue. Journal of Marketing, 70, 74-89.
[6]	Tang, T., Fang, E. and Wang, F. (2014) Is neutral really neutral? The effects of neutral user-generated content on product sales. Journal of Marketing, 78, 41-58.
[7]	Sengupta, J. and Johar, G.V. (2002) Effects of inconsistent attribute information on the predictive value of product attitudes: Toward a resolution of opposing perspectives. Journal of Consumer Research, 29, 39-56.
[8]	Sun, M. (2012) How does the variance of product ratings matter? Management Science, 58, 696-707.
[9]	Clemons, E.K., Gao, G. and Hitt, L.M. (2006) When online reviews meet hyperdifferentiation: A study of the craft beer industry. Journal of Management Information Systems, 23, 149-171.
[10]	Gopinath, S., Thomas, J.S. and Krishnamurthi, L. (2014) Investigating the relationship between the content of online word of mouth, advertising, and brand performance. Marketing Science, 33, 241-258.

Full-Text