电商环境下评分和折扣对在线销量的影响研究——以酒店行业为例

The Impact of Ratings and Discounts on Online Sales in E-commerce--Evidence from the Hospitality Industry

基于Agoda网站的酒店及其竞争者的数据,采用两种模型(线性和非线性)检验了在线评分和折扣对酒店在线销量的影响,并分析竞争酒店的在线评分和折扣对以上影响的调节作用。研究发现:随着在线评分和折扣的增加,在线销量并不总是随之增长,当其超过某一阈值后,在线销量反而下降。而竞争商品在线评分的增加,会缩小焦点产品的评分与其销量的正相关区间,带来消极作用,同时也增大了焦点产品评分过高对销量的负面影响;竞争商品的折扣仅给前期焦点酒店的折扣与在线销量的关系带来负面作用。进一步分析发现,高评分对经济型酒店的销量增长更有利,豪华型酒店的折扣更能吸引消费者。

Based on a sample of 2392 hotels and their competitors taken from Agoda website,in this paper,we adopted two alternative(linear and nonlinear)models to examine the impacts of online ratings and discounts on the hotels'online sales,and analyze the moderating effect of the competing hotels'online ratings and discounts on the above impacts.We found that both the influence curves of online rating and discount on online sales show an inverted U shape.In other words,online sales do not always increase as online ratings and discounts increase,but decline when they exceed a certain threshold.What's more,the increase of online ratings of the competitive products will shorten the positive correlation interval between the focus product's online ratings and its sales,and enhance the negative impact of high ratings;while the discounts of the competitors will only bring negative effect on the relationship between the discounts of the focus hotels and online sales in the early stage.Specifically,high online ratings are more conducive to the sales growth of budget hotels,while high online discounts are more effective to luxury hotels.