摘要
通过引入中关村在线消费者关注指数,结合手机评论和论坛发帖数据,构建PVAR(面板向量自回归)模型,研究在线评论、网络论坛对消费者产品关注的动态影响以及两种口碑类型间的相互作用。研究发现:在线评论数量对消费者产品关注有正向影响,网络论坛数量虽不直接影响消费者产品关注,却对在线评论数量存在正向影响。网络口碑间的相互作用在强度上虽不及自身的动态影响,但持续时间更长。
This paper collects customer attention index data, online review data and forum data from ZOL.com and conducts a PVAR(panel vector autoregressive) model to investigate the dynamic effect of online reviews and forums on the product attention. Furthermore, it also discusses the interrelationship between online reviews and forums. The results show that online review volumes positively influence product attention. Forum volumes have no significant influence on product attention, but they positively influence review volumes. It also finds that the interrelationship is weaker than the own dynamic influence of online reviews or forums, but the duration of this interrelationship lasts longer.
作者
李扬
严建援
冯淼
李凯
LI Yang;YAN Jian-yuan;FENG Miao;LI Kai(Business of School,Nankai University,Tianjin 300071;School of Business,Shandong Yingcai University,Jinan 250104;School of Business,Shandong Management University,Jinan 250357)
出处
《软科学》
CSSCI
北大核心
2020年第1期51-57,共7页
Soft Science
基金
国家社会科学基金项目(18BGL267)
