摘要
以不同热门程度的体验型商品为研究对象,通过收集当当网图书的真实数据,发现在线评论得分变化对热门和非热门的图书具有不同的影响,这对于商家调整营销方向、优化营销策略等具有重要的实践意义。
Based on recent researches, the paper categorizes experience products into popular and less popular classes, and makes an empirical study on online reviews on sales for different popularity products. Through collecting data on dangdang, corn, adopting cluster, linear regression and empirical analysis, it draws the conclusion that comparing to popular products, less popular products＇ sales are more easily affected by online review ratings. The B2C companies could optimize their marketing strategies by encouraging users to remark more on less popular goods.
出处
《图书情报工作》
CSSCI
北大核心
2011年第24期126-131,共6页
Library and Information Service
基金
教育部人文社会科学研究项目基金资助"金融服务外包下商业银行流程管理体系的理论及实证研究"(项目编号:09YJC630035)
对外经济贸易大学学术创新团队资助大学"211工程"三期建设项目"新兴电子商务参予者行为规律学术创新团队"研究成果之一
