摘要
为探索品牌、在线评论与农产品销量之间的关系以及二者如何对农产品销量产生影响。利用网络爬虫技术和统计方法,基于品牌效应视角,扩展了采纳信息模型,并依据网络中采集的真实在线评论内容,从产品特征和评论特征两个角度出发对稻米农产品进行研究,构建了稻米销量的影响因素模型并运用实际数据分析得到验证。结果表明:评论数量与稻米销量显著相关,品牌强度、评论效价和评论时效度对于稻米销售具有显著的正向影响。此外,评论效价和评论时效度能够削弱品牌强度的作用,对弱势品牌稻米销量具有更为显著的影响。
This study is aimed to explore the relationship among brand and online reviews with the sales of agricultural products,and to understand how the two factors impact the sales of agricultural products.Based on the perspective of brand effect and expanding information model,web crawler technology and statistical methods are used to analyze mechanisms of sales of the agricultural product from two aspects of online reviews.And the influencing factors model of rice sales are constructed which are validated by the actual data.The results show that：The number of reviews is significantly correlated with rice sales.The brand strength,valence,and review temporality have a positive impact on rice sales.Furthermore,the review valence and temporality play aquite significant role on the sales of weak brands,and can weaken the impact of brand strength on rice sales.
出处
《中国农业大学学报》
CAS
CSCD
北大核心
2018年第1期178-187,共10页
Journal of China Agricultural University
基金
国家自然科学基金项目(71671034)
关键词
在线评论
品牌强度
农产品销量
采纳信息模型
online reviews
brand strength
sales of agricultural product
model of information adoption
