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大数据环境下网络口碑对消费者购买行为的影响 被引量:2

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摘要 伴随着互联网信息技术的快速发展,大数据在各个行业集聚。互联网电子商务不断发展和普及的同时,网络购物中也存在质量残次的问题,这也更大程度的促进了人们对于网络口碑的依赖。因此,网络口碑逐渐成为影响消费行为的重要影响因素。本文回顾了网络口碑和在线评论如何影响消费者购买行为的相关研究,通过构建线性模型的方法,并采用来自大众点评的数据对模型进行估计发现,口碑数量、在线评分和口碑质量都能够影响消费者的在线行为,如页面访问量、网站关注度和网站登录量。
作者 朱静
机构地区 重庆工商大学
出处 《广西质量监督导报》 2019年第7期212-213,共2页
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