空气污染对线上口碑的影响——基于旅游产品的实证研究

The Impact of Air Pollution on Online Word of Mouth:An Empirical Study Based on Tourism Products

外在因素影响产品的口碑一直是一个重要的研究问题。区别于已有研究,文章关注空气污染这一与产品本身无关的外在因素,发现用户评价当下本地的空气污染会显著提升用户对旅游产品的评分。另外,旅行对空气质量的改善也显著提升了用户对旅游产品的评价。无模型检验、固定效应模型以及鲁棒检验一致证实了文章的结论。评论当下的空气污染加强了用户对于旅游产品的美好回忆,目的地的空气环境显著提升了用户的旅行体验。研究内容丰富了空气污染、旅游管理和评论偏差理论研究。从实践意义上,企业通过调整用户评分均值计算策略,可降低评价偏差造成的影响;另外,用户关注空气质量的改善,管理者可以通过调整最佳出行时间,以得到良好的口碑。

External factors affecting online reviews has always been an important research topic.Different from the previous studies,this paper focuses on air pollution,an external factor unrelated to the product quality.It is found that when customers post reviews,local air pollution can positively affect the valence of the review.In addition,the improvement of air quality also significantly affects the valence of tourism products.Model free evidence,fixed effect model and robustness test consistently confirm the conclusions of this paper.Local air pollution strengthens customers’good memories of tourism products,and the good air quality of the destination significantly improves travel experience.The research enriches the theoretical research on air pollution,tourism management and rating bias.Practically,managers could reduce the influence of rating bias by adjusting average rating calculation mechanism.In tourism management,the customers care about the improvement of air quality that the best traveling time should be strategically changed under the consideration of air pollution.