在线负面评论对体验型产品销量的影响——基于商家回复视角

Impact of Online Negative Reviews on Experiential Product Sales——Based on Merchant Replies

本文从负面评论者专业度、负面评论内容评分、产品价格及负面评论星级评分四个方面分析在线负面评论对体验型产品销量的影响,并重点分析商家回复对负面评论内容评分与体验型产品销量关系的调节作用。研究表明:负面评论者专业度、负面评论内容评分对体验型产品销量具有显著影响,且星级评论者对体验型产品销量的影响力大于一般评论者;产品价格、负面评论星级评分对体验型产品销量没有显著影响;商家回复及时程度和商家回复质量对负面评论内容评分与体验型产品销量关系存在显著调节作用,其中商家即时回复、敷衍型回复对负面评论内容评分与体验型产品销量关系的调节作用比延迟回复、针对型回复更为显著。

This article analyzes the effect of online negative reviews exerted on experiential product sales from the four aspects,namely,negative reviewer＇s professional degrees,negative content ratings,price and negative star ratings,and focuses on the regulatory impact that merchant replies have on the relationship of negative content rating and experiential product sales. The study shows that negative reviewer＇s professional degrees and negative content ratings have a significant impact on experiential product sales and star reviewers have greater influence than the average ones; prices and negative star ratings have no significant effect on the experiential product sales; merchant reply timeliness and reply quality play a significant regulatory role on the relationship of negative content ratings and experiential product sales,in which merchant instant and perfunctory reply have a greater regulatory impact on the relationship of negative content rating and experiential product sales than delayed and specific reply do.