在线评论信息质量对产品销量的影响——心象唤醒的调节作用

The Effect of Online Review Information Quality on Product Sales—The Moderating Effect of Mental Arousal

随着电子商务行业的蓬勃发展,在线评论的信息质量成为影响消费者购买决策的重要因素。基于信息采纳理论和心象理论,构建评论信息质量影响产品销量的研究框架,并考虑文本型心象唤醒的调节效应,通过爬取数据利用SPSS进行统计分析。结果发现,评论数量、评论情感倾向与产品销售量间都有显著的正向关系,且相比较于评论数量,评论情感倾向对产品销售量的影响更大;文本型心象唤醒对评论情感倾向与产品销量的关系存在显著的调节作用。

With the booming e-commerce industry, the quality of information from online reviews has become an important factor influencing consumers' purchasing decisions. Based on the theory of information adoption and the theory of mental image, a research framework on the influence of review information quality on product sales was constructed, and the moderating effect of text-type mental arousal was considered, and SPSS was used for statistical analysis by crawling data. The results show that there is a significant positive relationship between the number of reviews, the emotional tendency of comments and the sales volume of products, and the emotional tendency of comments has a greater impact on product sales than the number of reviews. Text-type mental arousal has a significant moderating effect on the relationship between the emotional tendency of reviews and product sales.