摘要
结合网络口碑理论和消费行为理论,运用Python网络爬虫技术及数理统计研究方法,基于江苏省162家体育场馆大众点评的网络口碑数据,构建网络口碑对体育场馆服务消费意愿影响的多元线性回归模型,深入分析网络口碑对体育场馆服务消费意愿的影响和作用机理。结果表明:口碑数量、口碑评分、图片评论以及点评标签的效价与体育场馆消费者的消费意愿呈正相关关系;差评率与体育场馆消费者的消费意愿呈负相关关系。基于此,提出以下建议:优化供给端网络营销策略;提升体育服务智慧化水平、健全商家信用评价体系;完善第三方平台口碑审查机制、充分发挥需求端的评价作用;共塑网络口碑平台,激发消费意愿,促进体育数字经济高质量发展。
The researchintegrated the theory of Internet word-of-mouth in marketing as well as the theory of consumer behavior planning and consumption behavior,based on literature data method,Python web crawler technology and mathematical statistics method. the author comprehensively analyzed the effect and mechanism of the influence of online word-of-mouth on consumption intention of sports venues from the micro level. The analyses were made on the big data of online word-of-mouth in 162 sports venues in 13 cities,Jiangsu Province in Dianping.com. It was adopted to quantitatively construct a multiple linear regression model of the influence of online word-of-mouth in sports venues on consumption willingness. The results show that the consumer willingness of sports venues is positively correlated with the number of word-of-mouth,word-of-mouth scores and picture comments,as well as the valence of review tags;the negative review rate is negatively correlated with the consumer willingness of sports venues. Finally,countermeasures and suggestions are put forward from the perspectives of the supply side,the consumer side and the third-party platform,helping stadiums depend reasonably on Internet word-of-mouth so as to attract potential sports consumers and maintain a good network environment.
作者
尹钰潼
顾沈阳
张怡
YIN Yutong;GU Shenyang;ZHANG Yi(Department of Physical Education,Nanjing University of Science and Technology,Nanjing 210094,China;School of Physical Education,Shanghai Normal University,Shanghai 200234,China)
出处
《南京体育学院学报》
2022年第5期36-42,共7页
Journal of Nanjing Sports Institute
基金
江苏省体育局体育重大科研课题(ST204102)
江苏省大学生省级创新项目(202110330044Y)。
关键词
体育场馆
网络口碑
消费意愿
体育消费
sports venues
Internet word-of-mouth
consumption willingness
sport consumption
