本文選題：在線評(píng)論 + 在線反饋�。� 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：隨著Web2.0與信息技術(shù)的快速發(fā)展,用戶生成內(nèi)容逐漸成為用戶獲取信息的渠道之一。用戶不斷地在信息提供者與信息需求方之間轉(zhuǎn)換身份,越來越多的人愿意發(fā)表點(diǎn)評(píng),這些點(diǎn)評(píng)信息也受到無數(shù)消費(fèi)者的關(guān)注,為消費(fèi)者決策提供數(shù)據(jù)支持。但是復(fù)雜多樣的評(píng)論信息,如何會(huì)對(duì)商家效益產(chǎn)生影響?對(duì)于消費(fèi)者的點(diǎn)評(píng)信息,商家是否應(yīng)該對(duì)于點(diǎn)評(píng)信息給予一定的反饋?目前網(wǎng)站設(shè)計(jì)形式多樣,是否應(yīng)該內(nèi)嵌第三方平臺(tái)的評(píng)論信息,應(yīng)該內(nèi)嵌哪些信息等?消費(fèi)者預(yù)訂時(shí)又關(guān)心哪些評(píng)論信息?這些都是研究的主要內(nèi)容。在對(duì)已有文獻(xiàn)總結(jié)的基礎(chǔ)上,利用實(shí)證模型進(jìn)一步研究在線評(píng)論對(duì)接待業(yè)在線預(yù)訂的影響。本文主要從預(yù)訂量與預(yù)訂時(shí)間兩個(gè)角度研究在線評(píng)論對(duì)在線預(yù)訂的影響。對(duì)于在線評(píng)論與反饋數(shù)據(jù)對(duì)在線預(yù)訂的影響,由于Expedia內(nèi)嵌平臺(tái)Trip Advisor網(wǎng)站的評(píng)論信息,需采集Expedia和Trip Advisor兩個(gè)網(wǎng)站的在線信息研究在線評(píng)論。還利用國內(nèi)知名網(wǎng)站訂餐小秘書的在線評(píng)論與預(yù)訂數(shù)據(jù),研究了在線評(píng)論是否會(huì)影響消費(fèi)者的提前預(yù)訂時(shí)間。主要研究內(nèi)容與創(chuàng)新點(diǎn)總結(jié)如下幾個(gè):(1)研究網(wǎng)絡(luò)評(píng)論對(duì)網(wǎng)絡(luò)預(yù)訂的影響。首先利用Expedia網(wǎng)站的評(píng)論信息研究Expedia網(wǎng)站的預(yù)訂量。結(jié)果發(fā)現(xiàn)Expedia的評(píng)論量、滿意度均值、滿意度方差、管理反饋數(shù)量對(duì)Expedia的預(yù)訂量有顯著影響。研究還加入了Trip Advisor網(wǎng)站的數(shù)據(jù)。結(jié)果發(fā)現(xiàn),在內(nèi)嵌平臺(tái)Trip Advisor的評(píng)論數(shù)據(jù)為控制變量的情況下,Expedia網(wǎng)站的在線評(píng)論數(shù)據(jù)對(duì)Expedia的預(yù)訂量的影響不變,進(jìn)一步驗(yàn)證Expedia網(wǎng)站在線評(píng)論對(duì)預(yù)訂量影響結(jié)果的可信性。(2)研究內(nèi)嵌平臺(tái)的網(wǎng)絡(luò)評(píng)論對(duì)預(yù)訂量的影響。利用Trip Advisor和Expedia網(wǎng)站的數(shù)據(jù)發(fā)現(xiàn),Trip Advisor網(wǎng)站的點(diǎn)評(píng)數(shù)據(jù)會(huì)影響Expedia網(wǎng)站的預(yù)訂量。Trip Advisor網(wǎng)站的評(píng)論量也會(huì)顯著調(diào)節(jié)Expedia的滿意度對(duì)預(yù)訂量的影響。(3)研究網(wǎng)絡(luò)評(píng)論如何影響預(yù)訂時(shí)間。利用訂餐小秘書網(wǎng)站的評(píng)論與預(yù)訂數(shù)據(jù),研究評(píng)論對(duì)預(yù)訂時(shí)間的影響。結(jié)果發(fā)現(xiàn),口碑評(píng)分均值、口碑評(píng)分方差、評(píng)論信息的豐富度、評(píng)論的平均時(shí)間間隔都會(huì)顯著影響用戶的預(yù)訂時(shí)間,評(píng)論信息的豐富度與口碑方差會(huì)顯著調(diào)節(jié)口碑均值對(duì)預(yù)訂時(shí)間的影響。
[Abstract]:With the rapid development of Web2.0 and information technology, user-generated content has gradually become one of the channels for users to obtain information.Users constantly change their identities between information providers and information demanders, and more and more people are willing to publish comments, which are also concerned by countless consumers and provide data support for consumer decision-making.But how can complex and diverse comments have an impact on the profits of businesses?For consumer comment information, should the merchant give some feedback to the comment information?There are many forms of website design at present. Should we embed the comment information of the third party platform and what information should be embedded?What comments do consumers care about when they make a reservation?These are the main contents of the study.On the basis of summarizing the existing literature, the influence of online reviews on online booking of hospitality industry is further studied by using empirical model.This paper mainly studies the influence of online reviews on online reservation from the perspectives of reservation volume and reservation time.For the influence of online comment and feedback data on online reservation, because of the comment information of Trip Advisor website, which is embedded in Expedia platform, it is necessary to collect the online information of Expedia and Trip Advisor.The online review and reservation data of the small secretary of domestic famous website are also used to study whether the online comment will affect the consumer's advance booking time.The main research contents and innovations are summarized as follows: 1.At first, we use the comment information of Expedia website to study the reservation quantity of Expedia website.The results show that the quantity of comments, the mean of satisfaction, the variance of satisfaction and the quantity of management feedback of Expedia have significant influence on the quantity of Expedia reservation.The study also added data from the Trip Advisor website.The results show that the influence of online comment data of Trip Advisor on Expedia is unchanged when the comment data of Trip Advisor is a control variable.Further verify the credibility of online reviews of Expedia website on reservation volume. 2) study the effect of embedded platform online reviews on reservation volume.Using the data of Trip Advisor and Expedia websites, we find that the review data of trip Advisor website will affect the booking quantity of Expedia website. The comment volume of trip Advisor website will also significantly adjust the effect of Expedia satisfaction on reservation quantity.Using the comments and reservation data from the small secretary's website, the influence of comments on reservation time is studied.The results showed that the mean of word-of-mouth score, variance of word-of-mouth score, richness of comment information, and average time interval of comments all significantly affected the reservation time of users.The richness of comment information and the variance of word of mouth significantly regulate the influence of the mean of word of mouth on the reservation time.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.36

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