网络口碑对网络销售农产品的作用机理——基于“天猫”某品牌茶叶销售的实证研究

Influence of Electronic Word-of-mouth on Online Sales of Agricultural Products——A Case Study of one Brand of Tea on Tianmao.com

以网络广泛销售的农产品———茶叶为研究对象,在收集并处理网上顾客评论数据的基础上,探究网络口碑对这类农产品线上销售的作用机理。在控制相关内生性因素的前提下,建立农产品网络口碑弹性模型EK,并对面板数据进行分位数回归分析。结果表明,在农产品网络销售中,网络口碑数量、评分及产品价格对农产品的销售都有显著影响。在不同销量分位数下,各变量对销量的影响不同:口碑数量的弹性趋势相对平稳;口碑评分弹性则呈现出不规则的U型趋势;价格的弹性值均为负,整体走势趋于缓慢上升。

One brand of tea sold online was selected as the research object .Data of consumers ’ online re-view was used to examine the mechanism of the impact electronic word-of-mouth （ e-wom） has on the sales of agricultural products .Under the premise of control-related endogenous factors , an elastic model of e-wom was established ,and quantile regression analysis on panel data conducted .Analysis showed that in the sales of online agricultural products ,the number and the valance of e-wom,and the price of agricultural products do have a significant impact on the online sales .As sales point places change ,the impact of the factors vary：the e-lasticity of the number of e-wom’s trend is relatively stable;the valance of e-wom’s elasticity takes on an ir-regular U-shaped trend;price elasticity is negative ,and the overall trend tends to rise slowly .