在线评论对农产品扩散的影响研究

Research on the Impact of Online Word-of-mouth on the Spread of Agricultural Products

为解决农产品网店商家的网络口碑管理难题,建立在线评论指标体系,赋予农产品扩散相关测量指标,并针对指标设计问卷收集数据,以316份有效数据为样本,基于因子分析和二元Logit模型进行实证检验。结果表明:①消费者网购时更倾向于关注关于产品属性功能价值和已购消费者对产品满意度的评价。②消费者体验产品或服务后的满意度显著正向影响潜在消费者直接购买产品或将产品收藏加入购物车。③消费者出于个人感受进行口碑推荐对于网店商家吸引粉丝会员有显著正向影响,且对消费者推荐分享他人也有正向的促进作用。

In order to solve the management problem of online word-of-mouth business of agricultural product online stores,this article established an online comment indicator system,assigned relevant measurement indicators to the spread of agricultural products,designed a questionnaire to collect data for the indicators,used 316 valid data as samples,and conducted empirical testing based on factor analysis and bi nary Logit model.The research results showed that:①Consumers were more inclined to pay attention to the product attribute function value and the evaluation of the satisfaction of the purchased consumers on the product when shopping online;②Consumers′satisfaction after experiencing products or services had a significant positive impact on potential consumers to directly purchase products or added products to their shopping carts;③The word-of-mouth recommendation made by consumers based on their personal feelings had a significant positive impact on the online shop′s attraction of fan members,and it also had a positive effect on promoting consumer recommendation to share others.