在线评论情感营销效应研究被引量：7

Research on Online Review on Emotional Marketing Effects

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摘要自媒体的快速发展,形成了大规模影响公众意见的在线评论,挖掘分析评论文本中隐含的情感极性,已经受到业界和学术界的广泛关注。但是学术界还没有实证研究探讨在线评论对品牌价值和销售收入的影响及机理。本文以文本挖掘技术和多元回归方法,研究在线评论情感极性对品牌价值和销售收入的影响。本文选取100个汽车品牌2012~2016年的销量数据为样本,分析在线评论情感极性的营销效应。研究结果表明,汽车专业网站的在线评论情感极性对汽车品规销量有显著影响。在线情感极性除了通过品牌价值对汽车品规销量产生间接显著影响,还对品牌有直接显著影响。 In the era of self-media, online reviews increasingly influence consumer buying behavior. The emotional polarity of online reviews has received widespread attention from operators. However, the academic community has not empirically explored its impact on brand value and sales revenue and its mechanism. This dissertation studies the impact of emotional polarity on brand value and sales revenue as its marketing effect. This paper chooses the sales data of 100 automobile brands from 2012 to 2016 as samples to analyze the marketing effects of the emotional polarity of online reviews. The results show that the emotional polarity of online reviews of car networks has a significant impact on car sales. In addition to the indirect and significant impact of brand value on auto sales volume, online sentiment polarity has a direct and significant impact on the brand.

作者魏仁干郑建国 WEI Ren-gan;ZHENG Jian-guo(The Glorious Sun School of Business and Management of Donghua University, Shanghai 200051, China)

机构地区东华大学旭日工商管理学院

出处《上海对外经贸大学学报》 CSSCI 北大核心 2018年第4期72-80,共9页 Journal of Shanghai University of International Business and Economics

基金上海市自然科学基金项目(15ZR1401600) 湖北省高等学校优秀中青年团队计划资助项目(T201411) 湖北省教育厅人文社科项目资助(14Y036)

关键词在线评论情感极性营销效应品牌价值汽车品规销量 online review sentiment analysis marketing effect consumer behavior text mining

分类号 F713 [经济管理—产业经济]

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