摘要
随着在线购物与社交网络的快速发展,在线评论对于消费者的影响越来越大。前人研究主要针对产品上市之后产生的评论,而对产品上市前就产生的前期评论研究较少。以电影行业为背景,研究电影上映前网上的评论宽度(针对某电影所产生的话题数)和评论数量对消费者购买和评论意愿的交互影响。研究表明:评论数量对消费者购买意愿具有显著的正面影响,而评论宽度对此影响并不显著。对评论数量较大的热门电影而言,评论宽度对评论意愿的正向影响较小;对评论数量较小的冷门电影而言,评论宽度对评论意愿的正向影响较大。因此,企业可以针对不同热度的产品打造不同的评论宽度,从而达到更好的营销效果。
With the rapid development of online shopping and social network,online review plays an increasingly important role in consumer behavior.The existing literatures mainly focus on the reviews after the launch of new products,but rarely pay attention to the earlier reviews before launching.Based on newly-released online movie reviews,this paper studies the interaction of review width(the topic volumes of reviews)and the review volume on consumers’intention to purchase and comment.It is concluded that consumers’purchase intention is positively related to the review volume,but review width has no obvious influence on the consumer’s purchase intention.Besides,the positive effect of review width on comment intention is bigger for unpopular movies with less reviews,while the positive effect is smaller for popular movies with more reviews.In order to achieve better marketing performance,those enterprises releasing new products should control the review width and review volume based on different types of products.
作者
陈佳瑜
CHEN Jiayu(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)
出处
《上海管理科学》
2023年第1期91-95,共5页
Shanghai Management Science
关键词
评论宽度
评论数量
购买意愿
评论意愿
电影评论
review width
review volume
purchase intention
comment intention
movie reviews
作者简介
陈佳瑜(1995-),女,上海人,硕士研究生,主要研究方向:网络消费者行为,E-mail:chenjiayu@sjtu.edu.cn。
