第三方网络口碑对短生命周期产品销量的影响研究  

A Study of Third-Party IWOM Sales for Short-Life-Cycle Products Impact

作　　者：丘萍[1,2,3] 张鹏[3] 

机构地区：[1]浙江大学人文学院,浙江杭州310058 [2]浙江省城市治理研究中心,浙江杭州310053 [3]浙江传媒学院管理学院,浙江桐乡310018

出　　处：《河海大学学报（哲学社会科学版）》2017年第2期39-46,共8页Journal of Hohai University：Philosophy and Social Sciences

基　　金：浙江省哲学社会科学研究基地课题(15JDHY05YB)

摘　　要：随着营销方式、信息技术等变革,短生命周期已经成为现代产品的重要特征,在这种背景下,第三方网络口碑对产品销量的影响也随之改变。基于说服、知晓、沉默螺旋和调节效应假设,构建第三方网络口碑对短生命周期产品销量的影响机制,通过异方差检验和FGLS估计方法,以电影为例进行实证检验。结果发现,第三方网络口碑对短生命周期产品的主要效应为说服效应和沉默螺旋效应。建议对短生命周期产品的营销侧重引导评分机制、后期跟进维护等策略。With the reform of marketing and information technology,short life cycle has become the important feature of modern products. Thus the third party IWOM's impact on production has changed.Based on the hypothesis of persuasion, knowing,silencing helix and adjustment effect, this paper constructs the impact mechanism of the third party IWOM on the sales of short-life-cycle products.Through the hetero-scedasticity test and FGLS estimation method,this paper takes movies for example to carry on the empirical test. The results show that the main effect of the third-party IWOM on the short life cycle products is the persuasion effect and the silent helix effect. Then,it is suggested that the marketing strategy of short-life-cycle products should focus on scoring mechanism and follow-up maintenance strategy.

关 键 词：第三方网络口碑 短生命周期产品 销量 电影 

分 类 号：F719.5[经济管理—产业经济]