在线产品试用与消费者行为对产品销售的效应研究  

The Impact of Online Product Trial and Consumer Behaviors on Product Sales

作　　者：杨雪[1] 王程珏 凌子超 徐盛[1] YANG Xue;WANG Chengjue;HNG Zichao;XU Sheng(School of Business,Nanjing University,Nanjing 210093,China)

机构地区：[1]南京大学商学院

出　　处：《管理科学》2019年第5期12-22,共11页Journal of Management Science

基　　金：国家自然科学基金(71572079,71872086)

摘　　要：随着电子商务的发展,网上店铺采取多种营销策略来应对激烈的市场竞争。在这些策略中,在线产品试用是一种新兴的在线营销工具,可以有效减少消费者的不确定性和购买风险。为了了解在线产品试用活动中产品属性和客户行为对在线产品销售的影响和机制,通过整合有关在线产品试用和广告效应等方面的研究和理论进行实证研究。讨论产品属性、客户评论和店铺属性对在线产品销售的主要影响,并探讨在线产品试用活动的属性和客户行为的调节作用。使用的数据集包括2015年3月5日在淘宝试用中心在线发布的158种试用产品数据。研究结果表明,①产品销售受客户评论和店铺属性的显著影响,但是产品价格对产品销售没有显著影响;②在线产品试用活动的属性和消费者在在线产品试用活动中的行为均对客户评论和店铺属性与产品销售的关系起调节作用。具体来说,在线产品试用活动的属性显示出很强的告知效果,可以降低客户评论和店铺属性对产品销售的影响。而消费者在在线产品试用活动中的行为既具有信息传递作用,又具有说服力作用,所起的信息传递作用降低了价格和评论得分的影响,所起的说服力作用则增强了月销量等因素的影响。研究结果表明,在线产品试用活动通过不同的机制对产品销售产生影响。揭示了在线产品试用的广告效应在电子商务营销策略中的适用性,为网上店铺和平台开展在线试用营销策略提供实践指导。Given the context of a e-commerce boom,online stores have adopted a variety of marketing strategies in response to the intense market competition.Among these strategies,online product trial emerged as an effective online marketing tool to reduce consumers’uncertainty and purchase risk.To understand how product attributes and consumer behaviors in product trail activities impact on online product sales,we conduct an empirical study by examining literature and theories on product trial and advertising effect etc.This study explores the main effects of product attributes,customer reviews and a store’s attributes on online product sales,and further investigates the moderating effects of the product trial activities and customer behaviors.A dataset of 158 trial products released through Taobao trial center on March 5,2015 is analyzed in the study.The analyses show that,firstly,product sales is significantly affected by customer reviews(number of review)and a store’s attributes(number of listed products),while the correlation between a product’s price and product sales is relatively weak;secondly,both product trial activities’attributes(such as forecast days,trial product availability,trial product price,and number of pictures provided)and consumer behaviors in product trial activities(such as trial application amount)have moderating effects on product sales.To be specific,product trial activities’attributes show strong informing effect which can reduce the impact of aforementioned factors on product sales;consumer behaviors in product trial activities show both informing effect and persuasion effect,while the former reduces the impact of price and review score,and the latter enhances the impact of monthly sales.This study demonstrates that product trial activities impact on product sales through different mechanisms.It also reveals the applicability of the advertising effect of trial marketing strategy in e-commerce marketing.The findings of this research will offer practical guidance to online merchants a

关 键 词：在线产品试用 产品属性 消费者行为 产品销量 广告效应 

分 类 号：F713.365[经济管理—产业经济]