在线评论中的属性不一致性对产品销售的影响

Impact of Attributes Inconsistency of Online Review on Product Sales

在线评论是影响消费者购买的重要决定因素之一,比广告和专家推荐更值得消费者信赖。已有文献分析了在线评论的数量、星级或正负偏向以及观点的异质性等整体层面信息对产品销售的作用。然而,在线评论中包含的大量产品属性层面信息却没有被学者们关注。与整体层面信息一样,属性评论也会被消费者所接收和利用。文章基于信息加工理论,探讨了产品属性评论是否以及如何影响产品销售。实证检验了146部电影的75003条评论,结论表明:对于生产成本低、延伸型或高竞争市场上的产品,如果各项属性的评分的不一致性越高,其销售越高;对于生产成本高或低竞争市场上的产品,如果各项属性的评分越一致均等,其销售越高。

Online review is one of the most important factors affecting purchasing decisions. It is more credible than advertis-ing and experts’recommendation. Overall,the existing literature has discussed the impacts of the number of online review, rating or valence,and review heterogeneity on product sales. However,the abundant attribute information of online review has not been concerned effectively by scholars. Like information in the aggregate-level,consumers would also receive and use product attribute information. Based on information processing theory,this paper probes whether and how the product at-tributes affect product sales. The empirical data from 146 films and 75003 comments are tested. The results show when a product is an extended,in a high competitive market,or its production cost is low,inconsistency among attributes’ratings increases product sales. In the low competitive market or when production cost is high , homogeneity on various attributes increases products sales.