产品线长度对在线评论的影响:基于中国汽车市场的实证研究  

The impact of product line length on online review:Evidence from China′s automobile market

作　　者：龚姝颖 李成蹊 孙琦 GONG Shuying;LI Chengxi;SUN Qi(College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)

机构地区：[1]上海财经大学商学院,上海200433

出　　处：《管理工程学报》2023年第6期169-182,共14页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(72072109);上海市“曙光计划”资助项目(21SG32)。

摘　　要：本文探讨了产品线长度对消费者在线评论的影响及其机制和边界条件。基于可获得性-诊断性理论及错配成本效应,利用2012年10月至2021年6月在中国市场销售的50款汽车数据进行分析。研究结论表明:随着产品线长度增加,在线评论的效价降低,同时在线评论的差异增大。广告投入强度调节了产品线长度对在线评论的影响,具体而言,企业广告投入强度越高,产品线长度对于在线评论效价的负向影响(的绝对值)越小,对在线评论差异的正向影响也会减小。上述研究结论在考虑产品线长度的内生性,更换产品线长度的测量方法,考虑广告的滞后效应和扩大车型样本及多样化广告类型的稳健性检验下依然成立。进一步研究发现,错配成本在产品线长度与在线评论效价和在线评论差异之间发挥了中介效应。文章拓展了产品线长度与在线评论的相关研究,为企业决策者合理设计产品线和管理在线评论提供了新的视角。研究结论对于促进企业可持续发展,促进经济高效增长具有一定的借鉴意义和参考价值。Product line length is one of the most important marketing decisions for firms.It enables firms to address heterogeneity in consume demand.An appropriate product line length will enable firms to improve product quality and achieve better market performance.However,most of the current research mainly focuses on the direct impact of the product line design on firm′s traditional performance measures(such as sales,cost,and profit),and few studies consider the relationship between product line length and consumer behavior.With the development of the digital age and the platform economy,the factors that affect the efficient and sustainable development of firms are no longer limited to traditional performance.Firms increasingly recognize the importance of effective marketing communication with consumers,and actively take measures to promote digital marketing strategies,such as managing and promoting consumer online reviews through implementing relevant strategies to achieve a good online reputation;establishing user communities to achieve higher level of consumers activity and maintaining good online reviews.In particular,online reviews are consumers′evaluations of product use and service experience.It is one of the most commonly used marketing tools for firms in the digital age.It is also an important information source for consumers in making purchase decisions.However,few research has explicitly focused on the potential impacts of firm′s product line strategies on the consumer online reviews.Therefore,our paper mostly focuses on the following three questions:first,how does the product line length affect platform online reviews?Specifically,how does the product line length affect the valence of online reviews and the variance of online reviews?Second,given the length of the product line,how does the effectiveness of firm′s advertising spending moderate the main effects?Third,what is the potential mechanism of product line length on platform online reviews(including the valence of online reviews and the varianc

关 键 词：产品线长度 在线评论效价 在线评论差异 广告投入 错配成本 

分 类 号：F713.5[经济管理—市场营销]