【摘要】：隨著互聯(lián)網(wǎng)的發(fā)展,網(wǎng)上購物得到迅速發(fā)展。鑒于網(wǎng)絡(luò)購物的虛擬性,在線評(píng)論這種包含用戶觀點(diǎn)和態(tài)度的網(wǎng)絡(luò)口碑受到了前所未有的重視。在線評(píng)論作為消費(fèi)者了解產(chǎn)品信息的重要媒介,成為了網(wǎng)購者進(jìn)行購買決策的有力幫手。同時(shí),隨著電子商務(wù)的逐步發(fā)展與壯大,相對(duì)于之前不易在網(wǎng)絡(luò)銷售的大型家具也逐漸打破傳統(tǒng)枷鎖,其網(wǎng)絡(luò)購買現(xiàn)象逐漸普遍起來。因此,對(duì)實(shí)木家具用戶在線評(píng)論進(jìn)行研究,了解其對(duì)網(wǎng)購產(chǎn)品銷量的影響具有非常重要的現(xiàn)實(shí)意義。本文選取淘寶網(wǎng)實(shí)木家具作為研究對(duì)象,通過收集淘寶網(wǎng)上實(shí)木家具的產(chǎn)品信息與8000多條評(píng)論信息,對(duì)實(shí)木家具銷量的影響因素進(jìn)行研究。首先,在總結(jié)國內(nèi)外關(guān)于在線評(píng)論研究的基礎(chǔ)上,進(jìn)行在線評(píng)論對(duì)實(shí)木家具銷量的影響因素分析與相關(guān)特征變量篩選,具體選取的在線評(píng)論特征變量包括在線評(píng)論數(shù)量、情感傾向、評(píng)論者信譽(yù)、評(píng)論時(shí)效性、評(píng)論內(nèi)容和質(zhì)量等；商品特征變量包括產(chǎn)品折扣系數(shù)、商品屬性和上架天數(shù)等。其次,在影響因素分析階段,通過引入商品特征變量作為控制變量,來研究在線評(píng)論特征變量對(duì)產(chǎn)品銷量的影響。具體通過多個(gè)多元回歸模型的比較來得出不同特征變量對(duì)實(shí)木家具銷量影響的差異,進(jìn)而得到最優(yōu)影響模型。研究表明在線評(píng)論數(shù)量、質(zhì)量、情感傾向?qū)σ蜃兞匡@著相關(guān)。再次,根據(jù)多元回歸模型的比較結(jié)果,對(duì)在線評(píng)論數(shù)量、質(zhì)量、情感傾向與因變量進(jìn)行關(guān)聯(lián)性分析,并測算其具體的關(guān)聯(lián)度。將其按照關(guān)聯(lián)度遞減排序依次為在線評(píng)論質(zhì)量、在線評(píng)論數(shù)量、情感傾向。最后,根據(jù)關(guān)聯(lián)度排序情況,選取關(guān)聯(lián)度最大的在線評(píng)論質(zhì)量與因變量進(jìn)行l(wèi)ogistic回歸分析,測算在線評(píng)論質(zhì)量在不同情況下對(duì)因變量的影響概率。實(shí)證研究結(jié)果表明,商品特征變量對(duì)實(shí)木家具銷量影響不顯著；在線評(píng)論的數(shù)量、質(zhì)量和情感傾向?qū)?shí)木家具銷量影響顯著,評(píng)論者信譽(yù)影響不顯著；實(shí)木家具的在線評(píng)論存在時(shí)效性,即近期的評(píng)論對(duì)實(shí)木家具銷量的影響大于總的評(píng)論對(duì)實(shí)木家具銷量的影響；五級(jí)情感傾向?qū)?shí)木家具產(chǎn)品銷量的影響大于三級(jí)情感傾向?qū)?shí)木家具產(chǎn)品銷量的影響。在此基礎(chǔ)上,提出商家應(yīng)鼓勵(lì)消費(fèi)者及時(shí)發(fā)表高質(zhì)量的正向評(píng)論；電商平臺(tái)應(yīng)努力健全在線評(píng)論體系；政府應(yīng)建立健全基于電子商務(wù)的法律法規(guī)等對(duì)策,進(jìn)而為實(shí)木家具銷量的增長提供幫助。
[Abstract]:With the development of Internet, online shopping is developing rapidly. In view of the virtual nature of online shopping, online reviews, which include the views and attitudes of users, have received unprecedented attention. As an important medium for consumers to understand product information, online reviews have become a powerful helper for online shoppers to make purchase decisions. At the same time, with the gradual development and expansion of electronic commerce, compared with the large furniture which is not easy to sell on the network before, the traditional shackles have been gradually broken, and the phenomenon of network purchase is becoming more and more popular. Therefore, it is of great practical significance to study the online review of solid wood furniture users and understand its influence on the sales volume of online shopping products. This paper selects Taobao solid wood furniture as the research object, through collecting the product information and more than 8000 comment information of the solid wood furniture on Taobao, studies the influencing factors of the solid wood furniture sales volume. First of all, on the basis of summarizing the domestic and foreign research on online reviews, this paper analyzes the influencing factors of online reviews on solid wood furniture sales and the selection of relevant feature variables, including the number of online reviews. Emotional tendency, credibility, timeliness, content and quality; The commodity characteristic variable includes the product discount coefficient, the commodity attribute and the shelf days and so on. Secondly, in the stage of influencing factor analysis, the influence of online comment feature variable on product sales is studied by introducing commodity characteristic variable as control variable. Through the comparison of multiple regression models, the difference of the influence of different characteristic variables on the sales of solid wood furniture is obtained, and then the optimal impact model is obtained. The study showed that the quantity, quality and affective tendency of online comments were significantly correlated with dependent variables. Thirdly, according to the results of multivariate regression model, this paper analyzes the correlation between online comment quantity, quality, affective tendency and dependent variables, and calculates its specific correlation degree. The quality of online comments, the quantity of online comments and the emotional tendency are ranked in descending order according to the correlation degree. Finally, according to the ranking of correlation degree, the online comment quality and dependent variables with the largest correlation degree are selected for logistic regression analysis, and the influence probability of online comment quality on dependent variables is calculated under different conditions. The empirical results show that the commodity characteristic variables have no significant effect on the sales of solid wood furniture, the quantity, quality and emotional tendency of online reviews have a significant impact on the sales volume of solid wood furniture, while the impact of reviewers' reputation is not significant. The online review of solid wood furniture has timeliness, that is, the impact of recent reviews on the sales volume of solid wood furniture is greater than that of the total comments on the sales volume of solid wood furniture; The influence of five-level emotional tendency on solid wood furniture sales is greater than that of third-level emotional tendency on solid wood furniture sales. On this basis, it is proposed that merchants should encourage consumers to publish high-quality positive comments in time, and e-commerce platforms should strive to improve the online comment system. The government should establish and perfect the laws and regulations based on e-commerce, so as to provide help for the growth of solid wood furniture sales.
【學(xué)位授予單位】：東北林業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;F426.88

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