在线口碑对图书销量的影响研究——信源可信度和信息质量的调节作用  

The Effect of Online Public Praise on Book Sales——The Moderating Effect of Source Credibility and Message Quality

作　　者：张美芳 江晓东 ZHANG Meifang;JIANG Xiaodong(Area of Economics and Management,Fudan University Press,Shanghai 200437,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]复旦大学出版社有限公司经管分社,中国上海200437 [2]上海财经大学商学院,中国上海200433

出　　处：《上海商学院学报》2020年第5期38-50,共13页Business Economic Review

基　　金：国家自然科学基金青年项目(71202006)。

摘　　要：针对以往研究中关于在线口碑不同维度对产品销售量的影响的发现存在不一致,本文构建模型并验证口碑数量和效价对销售量的影响,以及在该影响效应中信源可信度和信息质量的调节作用。与以往研究用图书销售排名作为销售量的代理变量不同,本文从出版商获得图书的实际销售数据,同时在当当网上采集每本图书的口碑数据,采用基于一阶差分法的多元线性回归法分析模型并进行假设检验。研究发现口碑数量对销售量有显著正向影响,而口碑效价对销售量无显著影响,较高的信源可信度和较高的信息质量使口碑数量对产品销售量的正向影响更强。The findings of previous studies about impact of online public praise on consumers are mixed and inconsistent.We propose a model and verify the impact of online public praise on product sales by integrating the moderating effect of source credibility and message quality.Different from earlier studies that have relied on sales ranks to infer actual sales,our data contains actual sales information from the publishers,and grabs online public praise variables through"Dangdang.com".We use 1 st difference multiple regression model to analyze the model and test hypotheses.The analysis shows that,there is a positive relationship between WOM volume and sales whereas it shows a non-significant relationship between WOM valence and sales.Furthermore,higher source credibility and higher message quality make WOM volume more effective in affecting product sales.

关 键 词：在线口碑 口碑数量 口碑效价 信源可信度 信息质量 

分 类 号：F270[经济管理—企业管理]