| 在线评论对不同热门程度体验型商品销售收入影响的实证研究 |
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| 引用本文： | 盘英芝,崔金红,王欢.在线评论对不同热门程度体验型商品销售收入影响的实证研究[J].图书情报工作,2011,55(24):126-131. |
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| 作者姓名： | 盘英芝 崔金红 王欢 |
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| 作者单位： | 1. 对外经济贸易大学电子商务研究所;2. ; |
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| 基金项目： | 教育部人文社会科学研究项目基金资助“金融服务外包下商业银行流程管理体系的理论及实证研究”(项目编号:09YJC630035);对外经济贸易大学学术创新团队资助大学“211工程”三期建设项目“新兴电子商务参予者行为规律学术创新团队”研究成果之一 |
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| 摘 要： | 以不同热门程度的体验型商品为研究对象，通过收集当当网图书的真实数据，发现在线评论得分变化对热门和非热门的图书具有不同的影响，这对于商家调整营销方向、优化营销策略等具有重要的实践意义。
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| 关 键 词： | 在线评论 电子商务 体验型商品 长尾理论 |
| 收稿时间： | 2011-06-16 |
Impact of Online Review on Sales: An Empirical Analysis of Experience Products with Different Popularities |
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| n Yingzhi,i Jinhong,ang Huan.Impact of Online Review on Sales: An Empirical Analysis of Experience Products with Different Popularities[J].Library and Information Service,2011,55(24):126-131. |
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| Authors: | n Yingzhi i Jinhong ang Huan |
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| Institution: | 1. Institute of E-Business, University of International Business and Economics,;2. ; |
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| Abstract: | Based on recent researches,the paper categorizes experience products into popular and less popular classes,and makes an empirical study on online reviews on sales for different popularity products.Through collecting data on dangdang.com,adopting cluster,linear regression and empirical analysis,it draws the conclusion that comparing to popular products,less popular products’ sales are more easily affected by online review ratings.The B2C companies could optimize their marketing strategies by encouraging users to remark more on less popular goods. |
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| Keywords: | online review e-commerce experience products Long Tail |
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