在线评论对家具产品销售量变化的影响研究——基于曲美家具数据的实证分析  

Research on Influence of Online Review on Sales Volume of Furniture——Based on Empirical Analysis on Data of Qumei Furniture

作　　者：荣昱[1] 李心斐 程宝栋[2] 

机构地区：[1]北方工业大学经济管理学院,北京100144 [2]北京林业大学经济管理学院,北京100083

出　　处：《林业经济》2016年第8期26-30,共5页Forestry Economics

基　　金：北京林业大学青年教师科学研究中长期项目"经济新常态下中国林产品贸易转型升级研究"(编号:2015ZCQ-JG-02);国家林业局林业软科学研究项目"REDD+对中国热带木材进口的影响"(编号:2015-R23)

摘　　要：文章以曲美家具的沙发数据为例分析在线评论对家具销售量的影响。研究首先采集了曲美天猫旗舰店Web中沙发的580条文字评论信息;然后,对数据进行词频分析,选取其中消费者关注度较高的10个指标赋值并进行主成分分析,得到该沙发的消费者满意度主成分得分;最后,利用该得分建立在线评论信息与销售量关系的分布滞后模型。模型回归结果验证了较高的消费者满意度将导致销售量的增加,还发现消费者对差评信息的关注程度在滞后阶数和乘数效应两方面都要高于好评信息,并且实体店可以减少差评信息对产品销售量的影响。因此,家具电商一方面要在产品质量和服务方面提升消费者满意度,还要通过线下渠道满足消费者的体验需求。This research analyzed the influence of online review on the sales volume of furniture by taking the sofa data of Qumei Furniture as an example. The research firstly collected 580 text comments on Web of Qumei Tmall flagship store, then conducted word frequency analysis on text data, selected ten target assignment with rather high consumers awareness and carried out principal component analysis to obtain the corresponding principal component score of consumer awareness; finally, the distributed-lag model between online comments and sales volume was established by using this score. The model regression results verified that the higher consumer satisfaction will lead to the increase of sales volume. It was found that the consumers＇ awareness degree on negative comments was higher than positive comments concerning lag intervals and multiplier effect. Further, the physical store can reduce the influence of negative comments on the product sales volume. Therefore, the furniture e-commence shall not only improve the consumer satisfaction concerning product quality and service, but satisfy consumers＇ experience demand through offline channels.

关 键 词：在线评论 家具产品 销售量 Web数据 

分 类 号：F724.6[经济管理—产业经济] F426.88