基于信息级联的网购用户羊群行为研究  

Herd Behavior of Online Shoppers Based on Information Cascades

作　　者：刘启华[1] 张李义[2] 

机构地区：[1]江西财经大学信息管理学院,江西南昌330013 [2]武汉大学信息管理学院,湖北武汉430012

出　　处：《情报科学》2016年第5期134-141,共8页Information Science

基　　金：教育部人文社会科学研究青年基金项目(13YJC630094);国家自然科学基金项目(71363022);国家科技支撑计划(2011BAH10B00)

摘　　要：采集了天猫商城上403件女士牛仔裤从2013年10月25日至2013年11月24日的数据构建不平衡面板数据,实证检验了网购用户羊群行为中的信息级联效应,并研究了信息级联和网络口碑对用户购物行为的混合影响。结果显示:商品相对流行程度对其销量有着显著的影响,呈明显的信息级联效应;评论数量对排名高的商品销量没有影响,但对排名较低的商品销量有积极和显著的影响,用户评分对商品销量没有影响;需求法则对排名高的商品销量仍然有效。对于排名较低的商品,价格代理了商品的质量信息,对销量有着正面的影响。In this paper, we empirically examine informational cascades in the context of online shopping and study themixed results of the influence of information cascades and online word of mouth on product sales. Data for this study werecollected from Tmall.com of Alibaba. Our panel data consist of daily observations of 403 ladies jeans from October 25, 2013 to November 24, 2013. Our results demonstrate that jeans sales exhibit distinct jumps and drops with changes in sales rank-ing, as predicted by informational cascades theory. Furthermore, we find that the review volume have no impact on productsales of the most popular product, while having an increasingly positive impact on product sales of lower ranking products;user ratings have no impact in jeans sales. Due to the information cascades effect, the law of demand is still effective to themost popular product. For lower ranking products, the price which represents quality information of commodities has a posi-tive impact on demand.

关 键 词：信息级联 羊群行为 网络购物 网络口碑 价格折扣 

分 类 号：G250.2[文化科学—图书馆学]