商品质量、商家服务的口碑对消费者再购买意愿的影响

Influence of Commodity Quality and Reputation of Merchant Services on Consumers'Willingness to Repurchase

根据所确定的关键评价对象和口碑词把评论文本分割为商品质量、商家服务、消费者再购买意愿三个维度,利用深度学习模型计算了每个维度下每条评论的口碑信息,用PVAR(1)模型分析了商品质量、商家服务、消费者再购买意愿之间的影响关系。实证结果表明:商品质量和商家服务口碑信息的滞后一阶会对消费者的再购买意愿产生正向影响;通过脉冲效应分析发现,商品质量和商家服务对消费者再购买意愿的影响周期为8,并且在第一个周期的影响最大,分别达到0.5和0.1的冲击,说明商品质量口碑信息对消费者的再购买行为影响较大。因此,为了促进农产品电商产业的发展,在推进质量兴农、绿色兴农的基础上,不断提高商家、物流等的服务质量,以促进消费者的购买行为,增强乡村产业持续增长。

According to the identified key evaluation objects and word-of-mouth words,the review text was divided into three dimensions:product quality,merchant service,and consumer willingness to repurchase,and the word-of-mouth information of each review under each dimension was calculated by using a deep learning model,and the influence relationship between commodity quality,merchant service and consumers'willingness to repurchase was analyzed by PVAR(1)model.The empirical results show that the lag of product quality and merchant service reputation information will have a positive impact on consumers'willingness to repurchase.Through pulse effect analysis,it is found that the impact cycle of product quality and merchant services on consumers'repurchase intention is 8,and the impact is the largest in the first cycle,reaching 0.5 and 0.1,respectively,indicating that the word-of-mouth information of product quality has a greater impact on consumers'repurchase behavior.Therefore,in order to promote the development of the agricultural products e commerce industry,on the basis of promoting quality and green agriculture,we will continuously improve the service quality of merchants and logistics to promote consumers'purchasing behavior and enhance the sustainable growth of rural industries.