网络口碑对市场销售分布的影响:基于不同产品评价标准

The eWOM impact on sales distributions in markets:Based on different product evaluation standards

网络口碑中的产品信息帮助客户明确他们的需求,从而引起在线市场销售分布的变化.本研究探讨网络口碑对不同市场销售分布的影响,根据产品评价标准的相似性水平对市场进行分类.提出了网络口碑对于不同市场销售分布具体影响的三个假设,并通过从京东商城(www.jd.com)收集的数据进行相应的验证.绘制网络口碑的累积分布函数来代表总的知名度,并使用Wilcoxon符号秩检验从统计学上进行比较来显示高级别产品拥有的不同网络口碑的比例.所有的测试结果都显示足够的显著性,从而支持了三个假设.

The product information in eWOM helps customers to reveal their demands more clearly, thereby leading to the change of sales distributions in online markets. This study investigates the impact of electronic Word-of-Mouth （eWOM） on sales distributions in various markets. For the research, we categorize the markets based on the similarity level of product evaluation standards. We formulate three hypotheses about the specific impacts of eWOM on the sales distributions in various markets, and they are validated with the data collected from www.jd.eom. We plot the cumulative distribution functions of eWOM, which represents the total popularity, and statistically compare them using the Wilcoxon signed rank test to show the different eWOM ratio possessed by the high-ranking products. All the test results show the adequate level of significance; thus the three hypotheses are supported.