网购满意度、网络口碑与在线观察学习

Online Shopping Satisfaction,Online Word-of-Mouth and Online Observation Learning

本文基于国内深受欢迎的网购零售平台--淘宝网(含天猫平台)提供的产品销售网页信息,从理论上回顾了口碑传播的形成原因及其对产品销量和网购满意度影响机理,并以实木家具产品作为分析对象展开实证研究,探讨了点评类网络口碑与电商服务质量类在线观察学习等因素对消费者网购满意度的影响。研究结果显示:点评类网络口碑因素对消费者网购满意度的影响并不显著,电商服务质量类在线观察学习因素为影响消费者满意度的主要因素,来自产品价格、产品销量和店铺虚拟变量的影响会因产品类型的不同存在明显差异;相较于非热门产品而言,热门产品的网购满意度除了会受到在线观察学习因素的影响,消费者还会额外关注搜索排名、产品销量和店铺所处平台因素;针对低端、中端、高端产品,低端和高端产品的差异主要体现为电商服务质量类在线观察学习因素方面,中端产品的网购满意度会因店铺所处平台不同存在显著差异;从整体上看,折扣系数与收藏次数对消费者满意度的影响并不明显。此外,即使考虑了可能存在的内生性问题,研究结论依然相对稳健。

This paper reviews the reasons for the spread of word-of-mouth communication and its effect on product sales, online shopping satisfaction based on the product sales page information provided by Taobao.com(including Tmall platform) which is the most popular online shopping retail platform. Taking the solid wood furniture products as the object of analysis, discusses the evaluation of online word-of-mouth and online observation learning of e-commerce service quality and other factors on consumer online shopping satisfaction. The results show that the impact of reviews on online word-of-mouth factors on consumer online shopping satisfaction is not significant. The online observation learning of e-commerce service quality factors are the main factors affecting consumer satisfaction, the impact of product prices, product sales, and store dummy variables will vary significantly with product types;Compared to non-popular products, online shopping satisfaction of popular products will be affected by online observation learning factors, additional attention will be paid to search rankings, product sales, and platform factors for the store;For low-end, mid-end, and high-end products, the difference between low-end and high-end products is mainly reflected in the online observation learning factors of e-commerce service quality, mid-end products online shopping satisfaction will be significantly different due to the platform where the store is located. Overall, the effect of discount coefficient and number of collections on consumer satisfaction is not significant. In addition, even if possible endogenous issues are considered, the conclusions of the study are still relatively robust.