【摘要】：采集了天貓商城上403件女士牛仔褲從2013年10月25日至2013年11月24日的數(shù)據(jù)構(gòu)建不平衡面板數(shù)據(jù),實(shí)證檢驗(yàn)了網(wǎng)購(gòu)用戶羊群行為中的信息級(jí)聯(lián)效應(yīng),并研究了信息級(jí)聯(lián)和網(wǎng)絡(luò)口碑對(duì)用戶購(gòu)物行為的混合影響。結(jié)果顯示:商品相對(duì)流行程度對(duì)其銷量有著顯著的影響,呈明顯的信息級(jí)聯(lián)效應(yīng);評(píng)論數(shù)量對(duì)排名高的商品銷量沒(méi)有影響,但對(duì)排名較低的商品銷量有積極和顯著的影響,用戶評(píng)分對(duì)商品銷量沒(méi)有影響;需求法則對(duì)排名高的商品銷量仍然有效。對(duì)于排名較低的商品,價(jià)格代理了商品的質(zhì)量信息,對(duì)銷量有著正面的影響。
[Abstract]:From October 25, 2013 to November 24, 2013, we collected 403 pieces of jeans from Tmall Mall to construct unbalanced panel data, and tested the information cascade effect in herd behavior of online shoppers. The mixed effects of information cascading and internet word-of-mouth on user's shopping behavior were studied. The results showed that the relative popularity of goods had a significant effect on the sales volume, and the number of comments had no effect on the sales volume of the high ranking goods, but had a positive and significant effect on the sales volume of the lower ranking goods. User ratings have no effect on sales; demand rules remain valid for high-ranking sales. For lower-ranking goods, prices represent the quality of goods, and have a positive impact on sales.
【作者單位】： 江西財(cái)經(jīng)大學(xué)信息管理學(xué)院;武漢大學(xué)信息管理學(xué)院;
【基金】：教育部人文社會(huì)科學(xué)研究青年基金項(xiàng)目(13YJC630094) 國(guó)家自然科學(xué)基金項(xiàng)目(71363022) 國(guó)家科技支撐計(jì)劃(2011BAH10B00)
【分類號(hào)】：F713.36;G353.1
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本文編號(hào)：2192328