在线评论特征对消费者购买决策的影响  

impact of featuresof online reviews on consumer purchase decisions

作　　者：张睿[1] 于陶静 

机构地区：[1]哈尔滨理工大学管理学院,黑龙江哈尔滨150040

出　　处：《科技与管理》2016年第6期93-98,共6页Science-Technology and Management

基　　金：哈尔滨市科技创新人才项目(2013RFLXJ009)

摘　　要：随着电子商务中在线评论的广泛应用,消费者购买决策越来越依赖于此,这意味着在线评论在一定程度上直接影响消费者购买决策。然而,随着在线评论的发展,鲜有学者全面分析在线评论特征对消费者购买决策的影响。因此,本研究综合提炼出在线评论特征,对其进行数据挖掘,以研究在线评论特征对消费者决策的影响,且利用xg Boost算法和F值度量法,对乳液产品的评论进行实证分析。研究发现:发送者可信度、评论数量、评论形式、评论效价、接收者专业性、接收者卷入度等评论特征均显著影响消费者购买决策。With the wide application of online reviews in e-commerce, consumer purchase decisions increasingly rely on these, which mean that online reviews have a direct impact on consumer purchase decisions to a certain extent. However, with development of online reviews, few scholars have fully analyzed the impact of online reviews on consumer purchase decisions. Therefore, this study synthesizes features of online reviews and data mining to study the impact of online reviews on consumer purchase decisions. And we do empirical analysis of emulsion on taobao with xgBoost algorithm and F-value measurement method to verify. The study finds that consumer purchase decisions are influenced by features of online reviews, which are the credibility of the sender, the number of reviews, form of reviews, potency of reviews sender, degrees of recipient involvement and professionalism.

关 键 词：在线评论 评论特征 XG Boost算法 消费者购买决策 

分 类 号：C93[经济管理—管理学]