摘要
在线共创价值是共创价值的线上表现形式。基于共情理论,抓取了122个服装时尚品牌的网页大数据,分为知名品牌与小众品牌2组,因变量为消费者考虑集,自变量为在线共创价值,控制变量为性别、品牌知名度、好评、差评、店铺评分。采用SPSS以及R语言软件,通过泊松分布对网络评论大数据进行分析,研究不同形式在线评论所产生的共创价值对消费者考虑集的影响。结果表明:1)不同形式在线评论均对消费者考虑集有显著影响;2)好评对收藏量无显著影响,消费者会更倾向于关注差评,尤其是带有图文视频的差评,反而对店铺评分、好评关注度并不高;3)品牌类别与性别在其中起到调节作用。研究结果为时尚企业如何进行在线管理提供了理论支撑。
Web co-creation value is an online expression form of co-creating value.Based on empathy theory,this paper grabbed the web big data of 122 fashion brands,and divided them into two groups:well-known brands and niche brands.The dependent variable is the consumer consideration set,the independent variable is the web co-creation value,and the moderating variables are gender,brand awareness,favourable comments,negative comments and store scores.Using SPSS and R language software,this paper analyzed the data of online comments through Poisson distribution,and studied the impact of co-creation value produced by online comments on consumer consideration set.The results show that:1)different forms of online comments have significant impact on consumer consideration set;2)consumers favorable comments have no significant influence on the collection quantity,and consumers tend to pay more attention to negative comments,especially those with pictures and videos,but they pay less attention to store ratings and favorable comments;3)brand category and gender play a moderating role.The research results provide theoretical support for fashion enterprises to conduct online management.
作者
田超杰
任孟丹
TIAN Chao-jie;REN Meng-dan(Business School,Henan University of Engineering,Zhengzhou 451191,China)
出处
《北京服装学院学报（自然科学版）》
CAS
北大核心
2023年第1期80-88,共9页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
河南省重点研发与推广专项(2023软科学:232400410244)“数字经济背景下河南省国潮时尚新消费业态的发展机理与路径研究”
国家社科基金项目“中国老字号时尚化的机理、路径及对策研究”(17BGL092)。
关键词
时尚品牌
大数据
共创价值
泊松分布
考虑集
fashion brand
big data
co-creation value
Poisson distribution
consideration set
作者简介
田超杰(1969—),男,博士,教授,研究方向为时尚品牌营销,E-mail:tcj00001@163.com。
