网络口碑对农产品网络销量的影响研究——基于天猫超市北京地区新鲜水果的实证研究

A Research on the Influence of Internet Word-of-Mouth on the Network Sales of Agricultural Products——An Empirical Study on Fresh Fruits of Tmall Supermarket in Beijing

为商家提出增加销量的管理建议,以天猫超市北京地区新鲜水果为例进行实证研究.从农产品收藏数量、农产品评论数量、评论中图片的数量、追加评论的数量、农产品评分以及农产品价格等6个维度来研究网络口碑对农产品网络销量的影响.用网络爬虫软件获取真实的在线数据,对数据进行相关性分析以及多元回归分析.结果显示:商家在管理网络评论时,应减少对农产品评分的重视程度,提高对农产品评论中图片的数量以及追加评论的数量的重视,进而采取相应措施提高农产品的网络销量.

This paper explores the influence of Internet word-of-mouth on agricultural products sales in terms of collections,comments,graphics,additional comments,ratings and prices with Tmall supermarket fresh fruits in Beijing as a case study,which helps put forward reasonable management suggestions for the merchants.Goo Seeker was used to collect real online data and the data were dealt by correlation analysis and multiple regression analysis. The results show that when manage the online comments,the merchants should put less emphasis on ratings,and put more emphasis on the number of images and additional comments,and then take measures to improve the online sales of agricultural products.