在线评价系统对商品销售的影响分析——基于京东和天猫的数据被引量：12

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摘要本文以国内两大主要B2C网站——京东和天猫作为研究对象,对不同评价系统对销量产生的影响进行对比分析。结论表明:对于不同的评价系统,评论对销量产生不同的影响。在有分类的评价系统下,评论总量、好评量对销量产生显著的正影响;差评量对销量产生显著的负影响。在没有分类的评价系统下,销量受到评论总量、好评量的显著正影响,但差评并不对销量产生影响。价格是影响销量的重要因素,两个网站的评论总量和价格对销量都产生显著性的相互影响。本文通过分析不同在线评价系统对销量产生的影响,以期为企业完善在线评价系统提供参考。

作者高宝俊王寒凝黄瑱侯洋洋

机构地区武汉大学经济与管理学院武汉大学自然科学学报

出处《价格理论与实践》 CSSCI 北大核心 2015年第8期103-105,共3页 Price:Theory & Practice

基金教育部人文社科基金(09YJC630176) 湖北省自然科学基金(2011CDB59)

关键词网络经济 B2C网站电商平台购物决策购物体验

分类号 F724.6 [经济管理—产业经济]

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