| 熟食品消费的网络评论对线上销量的影响研究——以水禽熟食产品为例 |
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| 引用本文： | 刘灵芝,胡天娇,肖邦明.熟食品消费的网络评论对线上销量的影响研究——以水禽熟食产品为例[J].中国农业大学学报,2018,23(5):208-217. |
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| 作者姓名： | 刘灵芝 胡天娇 肖邦明 |
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| 作者单位： | 华中农业大学经济管理学院/湖北农村发展研究中心 |
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| 基金项目： | 国家现代农业产业技术体系专项资金资助项目（CARS-42-28） |
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| 摘 要： | 为探究最受消费者关注的产品属性以及在线评论的偏好差异性对熟食品销量的影响,选取水禽熟食为研究对象,通过收集14种水禽熟食品牌在一个月内的消费者评论,并对评论的属性进行分类,在量化属性评分的基础上对水禽熟食产品在线销量的影响机制进行了实证检验。研究结果表明:1)消费者最关注熟食产品的质量属性和安全属性,而水禽熟食评论中的偏好差异性对销量有着负向作用;2)在线评论的口碑量和口碑极性会在一定程度上削弱偏好差异性的影响,进而增加产品的销量。在此基础上,建议水禽熟食生产商多方兼顾,从产品质量、产品安全等方面全面提升产品的总体质量,并且尽可能采取一些激励措施来提高产品的口碑量和口碑极性,进而提升产品销量。
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| 关 键 词： | 在线评论 偏好差异性 消费者 水禽熟食 品牌销量 |
| 收稿时间： | 2017/7/22 0:00:00 |
Study on the impact of online comments on cooked food sales:Taking waterfowl cooked food as an example |
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| LIU Lingzhi,HU Tianjiao and XIAO Bangming.Study on the impact of online comments on cooked food sales:Taking waterfowl cooked food as an example[J].Journal of China Agricultural University,2018,23(5):208-217. |
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| Authors: | LIU Lingzhi HU Tianjiao and XIAO Bangming |
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| Institution: | College of Economics & Management/Hubei Rural Development Research Center, Huazhong Agricultural University, Wuhan 430070, China,College of Economics & Management/Hubei Rural Development Research Center, Huazhong Agricultural University, Wuhan 430070, China and College of Economics & Management/Hubei Rural Development Research Center, Huazhong Agricultural University, Wuhan 430070, China |
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| Abstract: | In order to explore the customer''s most concerned product attributes and the differences in the preferences of online comments on cooked food sales,waterfowl cooked food was selected as research object by collecting one month of consumer reviews on 14 kinds of waterfowl cooked food brand.And the attributes of all the comments are classified,and the influence mechanism of the online sales of waterfowl food products is tested on their quantitative attribute score.The results show that:1) Consumers are most concerned about the quality and safety attributes of cooked food products,and the preference differences in waterfowl reviews have a negative effect on sales.2) Word of mouth polarity and reputation weakens the impact of differences in preferences to some extent,thereby increase sales of products.On this basis,suggestions are proposed that the waterfowl cooked food manufacturers need to take into account of product quality,product safety and other aspects to enhance the overall quality of product,improve the product''s reputation and word of mouth polarity and thereby enhance product sales. |
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| Keywords: | online reviews preference variability consumers waterfowl cooked food sales |
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