用户评价如何影响在线市场购买?  

How Does User Reviews Influence Online Purchasing?

作　　者：周敏[1] 陈奥 寇宗来[2] ZHOU Min;CHEN Ao;KOU Zong-lai(School of Management, University of Shanghai for Science and Technology, Shanghai 200093, China;School of Economics, Fudan University, Shanghai 200433, China)

机构地区：[1]上海理工大学管理学院,上海200093 [2]复旦大学经济学院,上海200433

出　　处：《消费经济》2018年第3期72-79,共8页Consumer Economics

基　　金：教育部人文社会科学研究青年基金项目(15YJC790158);教育部人文社科重点基地项目(14JJD790014);教育部在线教育基金重点项目(2017ZD104)

摘　　要：本文基于天猫图书平台的微观交易数据,使用Logit需求模型研究用户评价信息对在线市场中消费者购买意愿的作用效果。研究结果表明,用户好评总数和累计评价总数都会显著提高消费者的购买意愿;并且,商品的累计评价总数越多,用户好评总数越多,则消费者的购买意愿越强。具体而言,商品在边际上每多出1%的用户好评总数,则消费者愿意额外支付0.21%的价格;商品在边际上每多出1%的累计评价总数,则消费者将愿意额外支付0.22%的价格。Based on book transaction data from Tmall platform, we use Logit demand model user reviews affect online purchase intention. We find that that both favorable reviews and to study how total reviews significantly enhance consumers＇ purchase intention. In addition, the more the total number of accumulated product evaluation and the more total number of users＂ praise, the stronger the consumers＂ purchasing intention. On average, consumers＇ willingness-to-pay will increase by 0.21% when accumulated favorable reviews （total reviews） increase by 1%. Consumers will be willing to pay an extra 0.22% for each additional 1 percent of the cumulative total value of the product on the margin.

关 键 词：在线市场 用户好评总数 累计评价总数 购买决策 

分 类 号：F062.9[经济管理—政治经济学]