基于用户评论的网络产品销量影响因素研究  

Research on the Influencing Factors of Sales Based on Customers Reviews in the Internet

作　　者：王倩倩[1] 赵静[1] 袁勤俭[1] 

机构地区：[1]南京大学信息管理学院,江苏南京210093

出　　处：《现代情报》2013年第9期44-48,共5页Journal of Modern Information

摘　　要：目前国内外对产品评论的实证性研究主要集中在评论有效性和影响因素分析两个方面,由于关键词准确度不高、影响因素量化分析不够,影响了模型的预测力。本文以淘宝网为例,运用三层架构提取评论关键词、并将内容分析法纳入其中,建立数学回归模型。实验结果表明,该种方法显著提高了评论指标的有效性,使评论指标量化分析更为充分,实验结果为商品优化和营销策略提供了科学依据。At present, the empirical research on product reviews are mainly concentrated in two aspects： the effectiveness of product reviews and the impact factors at home and abroad. The accuracy of the keywords is not high and the analysis of the influencing factors is not enough, which affect the predictive power of the model. In this paper, taking the ＂taobao＂ for example, used the three - tier system to extract the keywords, brought in the method of content analysis and built the mathematical regression model. The experimental results showed that the effectiveness of the review indicators had significantly improved, and the quantitative analysis were more full. The experimental results could provide a scientific basis for the commodity optimization and markethag strategy.

关 键 词：内容分析法 客户评论 影响因素 网络产品 销售量 

分 类 号：F724.6[经济管理—产业经济]