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网络口碑正在变成在线消费者做出消费决策的一种主要信息来源。本文主要研究了不同口碑类型对在线电商产品销量的影响,包括内部信源、外部信源以及文本信息与非文本信息的影响差异。文章采用的面板数据是京东(JD.com)中的销售数据,以及京东和外部评论网站(ZOL.com和PCOnline.com)中的网络口碑数据。面板数据的采集时间从2014年10月到2015年3月。我们的研究结果显示:(1)与文本信息相比,非文本信息对于电商市场上高参与度产品销量的影响更大;(2)在文本信息环境下,与内部网络口碑相比,外部网络口碑对电商市场上高参与度产品销量的影响更大。
Internet word of mouth is becoming a major source of information for online consumers making consumer decisions. This paper mainly studies the impact of different word-of-mouth types on online sales of e-commerce products, including the impact of internal sources, external sources, and textual and non-textual information. The panel data used in this article is sales data from JD.com, as well as word-of-mouth information from JD.com and external commenting sites (ZOL.com and PCOnline.com). Panel data collection took place from October 2014 to March 2015. Our results show that: (1) Compared with the textual information, the non-textual information has a greater impact on the sales volume of high-participation products in the e-commerce market; (2) In the textual information environment, compared with the word-of- Internet word-of-mouth on the e-commerce market, the impact of higher participation product sales.