基于产品销量的网络口碑离散对消费者购买行为的影响分析  

The Influence of Electronic Word of Mouth Dispersion on Consumer Purchase Behavior: A Study of Product Sales

作　　者：谢光明[1] 金大祥 胡培[1] Xie Guangming;Jin Daxiang;Hu Pei(School of Economics and Management,Southwest Jiaotong University)

机构地区：[1]西南交通大学经济管理学院

出　　处：《南开管理评论》2018年第6期53-66,共14页Nankai Business Review

基　　金：国家自然科学基金项目(71572156)资助

摘　　要：网络口碑离散反映了已有评论者对有关产品态度褒贬不一的程度,直接影响着消费者的购买决策及行为。本文从动态角度考察了网络口碑离散对消费者购买行为影响效应随时间变化的规律,并从企业内外部信息环境出发,讨论了产品质量信号和口碑发送者特征对上述关系的动态调节作用。通过对样本容量为2548、共计1326 4989条口碑数据的电影产品实证分析发现:(1)网络口碑离散对购买行为的影响并不是恒定的,其对产品销量的影响在产品发布后各周具有动态变化性;(2)来自产品质量信号和口碑发送者特征的调节作用,在产品发布后的四周内均有显著变化;(3)当考虑来自产品质量信号和第三方专业评论的联合调节作用时,二者对口碑离散与产品销量间关系的正向调节作用均可以得到提升。本文研究结论不仅为已有网络口碑离散影响效应的矛盾结论提供了新的解释视角,而且对营销者进行网络口碑营销管理具有重要现实意义。Research concerning the effect of e-WOM,the role of e-WOM dispersion in particular,on outcome variables continues to grow in recent years.However,in contrast to the convergent conclusion of other e-WOM elements'effects,studies with respect to the influence of dispersion have so far yield conflicting results. The majority of prior research has examined the role of e-WOM disper- sion in consumer purchase behavior from a static perspective,primarily using situational priming task or participants'descriptions to obtain data about Stated Preference.Nevertheless,the significant difference between purchase intention and behavior indicate the necessity to quantify the relationship between e-WOM dispersion and actual purchase behavior based on product sales.Meanwhile,existing models do not involve the dynamic feature of the influence of dispersion over time,which is likely to generate biased conclusions regarding the dispersion-purchase behavior relationship.Given this,we discuss the patterns of how the influence of e-WOM dispersion on product sales,as well as the moderating roles of product quality signal and reviewer characteristics,varies across prod- uct-lifecycle phase. A panel data model was developed using 13264989online reviews of 91 movies obtained through data crawling.The conclusion is as follows: First,instead of an invariable impact,e-WOM dispersion exerts an influence on product sales that changes across product-lifecycle phase.In the case of movie,dispersion is significantly negatively associated with the box office gross in the initial period of its show time (the first and second weeks),but is positively associated with the box office gross in the in middle-to late-period (the third and fourth weeks).Second,the moderating effects of product quality signal and third-party critic review exhibit significant changes over the four weeks after the product release.Third, the positive moderating effects of product quality signal and third-party critic review on the dispersion-product sales relationship are enhanc

关 键 词：产品销量 网络口碑离散 购买行为 电影产品 

分 类 号：F713.55[经济管理—市场营销]