摘要
线上评论不仅为潜在消费者的购买决策提供参考依据,也会影响店铺销售量。尽管学者们对线上评论进行了深入研究,但很少涉及店铺评论的相互影响。本文基于大众点评网北京地区餐饮店铺的线上评论数据,实证研究附近店铺评论对中心店铺评论的影响,以及店铺密度和产品相似性的调节作用。研究发现:附近店铺的评论数量(评论分数)对中心店铺的评论数量(评论分数)具有显著的负向影响,附近店铺的评论数量(评论分数)越高,中心店铺的评论数量(评论分数)越低;店铺密度和产品相似性在其中起调节作用,店铺密度越大,附近店铺评论对中心店铺评论的负向影响越强;对于提供类似产品的店铺,附近店铺评论对中心店铺评论的负向影响会更强。
Online reviews have been indicated to play an important role in consumers’decision-making process,as supported by numerous studies.However,none of them has considered the neighborhood effect of online reviews.This paper analyses the impact of neighbor store’s reviews on the central store’s,along with the moderating effects of store density and product homogeneity.Using data from dianping.com,this study finds that the number(ratings)of neighbor store’s reviews exerts a negative impact on that of central stores.Nevertheless,the relationship between neighbor store’s reviews and central store’s is moderated by store density such that the negative effect is stronger when store density is higher.Also,the negative effect is stronger when stores provide homogeneous products.
作者
梁栋
王霞
Liang Dong;Wang Xia(School of Business,Renmin University of China)
出处
《营销科学学报（辑刊）》
CSSCI
2018年第1期58-81,共24页
Journal of Marketing Science
基金
国家自然科学基金项目(71872172)资助
关键词
线上评论
竞争
评论分数
评论数量
online reviews
competition
ratings
number of reviews
