摘要
在对在线评论的研究领域,较少有学者关注在线评论的顺序偏差方面,在前人対产品主页上的第一条评论的效应研究的基础上,本文将探讨负面评论首页内容对产品销量的影响根据对387个淘宝网上的产品主页上的1161条负血评论首页数据的分析,本文发现,产品羌评率和负面评论首页追评量对产品销量具有显著的负向影响作用负面评论首页追评深度和负面评论齐顶卖家回复深度对负面评论首页追评雄与产品销量之间的关系具有止向调节作用,而负面评论首贞追评深度和负面评论首页卖家冋复深度对产品差评率与产品销量之间的关系具冇负向调节作用这研究结果一方面揭示了负面评论首贞内容对消费者购买决策的重要影响作用,另一方面拓展了冇关在线评论顺序偏差和第一印象偏差的研究,为研究者提供了一个新的研究方向。
In the research of online reviews,few scholars pay attention to lilt*order bias of online reviews.Based on previous studies on the effects of the first consumer review on the product's home page,this ailicle explores the influence of negiitive reviews on the first page on product sales.Based on the analysis of 1161 negative reviews on the home pages of 387 Taobao products,this article finds that the number of the negative reviews'additional reviews on the first page and the negative reviews rate have significant negative impacts on product sales.The additional review depth and the seller reply depth of the negative reviews on the first page have positive moderating effects on the relationship between the number of the negative reviews'additionmil reviews on the fiist page and product sales.The additional review depth and the srllrr reply depth of the negative reviews on the first page havt*negative moderating effects on the relationship between the negative reviews rate and product sales.On the one hand,this finding proves the existence of the important influrnee of the negative reviews'contents on the first page on consumers'purchase decisions.On tlir other hand,it expands the research realm of the order bias and the first impression bias of online reviews,providing researchers with a new research direction.
作者
杨德锋
雷蜀豫
姚卿
古晨妍
孙彧
Yang Drfrng;Lei Shuyu;Yao Qing;Gu Chenyan;Sun Yu(School of Management,Jinan University;School of Economies and Management,University of Science and Technology Beijing;School of Management,Guangdong University of Technology;Deputy secretary of Jinan University Party Conmmittee)
基金
国家社会科学基金(19BGL102)的资助。
