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采集了天猫商城上403件女士牛仔裤从2013年10月25日至2013年11月24日的数据构建不平衡面板数据,实证检验了网购用户羊群行为中的信息级联效应,并研究了信息级联和网络口碑对用户购物行为的混合影响。结果显示:商品相对流行程度对其销量有着显著的影响,呈明显的信息级联效应;评论数量对排名高的商品销量没有影响,但对排名较低的商品销量有积极和显著的影响,用户评分对商品销量没有影响;需求法则对排名高的商品销量仍然有效。对于排名较低的商品,价格代理了商品的质量信息,对销量有着正面的影响。
We collected the data of 403 women’s jeans in Lynx Mall from October 25, 2013 to November 24, 2013 to construct the data of unbalanced panel, and empirically tested the information cascade effect of online shopping user’s herding behavior. Mixed Effects of Information Cascading and Internet Word of Mouth on User Shopping Behavior. The results show that: the relative popularity of the product has a significant impact on its sales, showing a significant effect of information cascade; the number of reviews has no effect on the sales of high-ranking products, but has a positive and significant impact on the sales of lower-ranked products, The rating has no effect on the sales volume of the product; the demand rule is still valid for the sales of the high ranking products. For lower ranked products, the price of the goods on behalf of the quality of the information, the sales volume has a positive impact.