基于酒店销售的在线产品评论、品牌与产品销量实证研究被引量：50

Online Product Reviews,Brands and Product Sales:An Empirical Study Based on Sales of Hotel

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摘要从产品质量的视角,以团购网站的酒店销售为背景,研究了品牌和在线产品评论共同对于产品销售的影响。结果发现:产品评分分布偏差对于产品销售具有显著的负向影响,但是品牌的作用能削弱这一负向影响;产品平均评分和评论量较高时,产品评分偏差的负向作用更加明显;品牌与评论效价对销售的影响具有正向的加强作用。 Based on the perspective of product quality,this paper explores the question that how online product reviews and brand affect product sales together in Group-buying websites.The results demonstrate that：product distribution deviation imposes a significant negative impact on product sales,but brand can weaken the negative impact;product ratings and reviews number strength the negative effect of product distribution deviation on sales;brand strength has a positive interaction effect with the valence of reviews in terms of their effect on sales.

作者廖俊云黄敏学

机构地区武汉大学经济与管理学院

出处《管理学报》 CSSCI 北大核心 2016年第1期122-130,共9页 Chinese Journal of Management

基金国家自然科学基金资助项目(71372127) 国家自然科学基金资助海外及港澳学者合作研究项目(71328203) 教育部新世纪优秀人才计划资助项目(NCET-12-0420)

关键词口碑在线产品评论品牌酒店产品销量 word of mouth online product reviews brand hotel product sales

分类号 C93 [经济管理—管理学]

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