| 网络口碑对农产品B2C交易影响的作用机制分析 |
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| 引用本文： | 王慧,崔准,胡滨.网络口碑对农产品B2C交易影响的作用机制分析[J].安徽农业科学,2014(14):4495-4496. |
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| 作者姓名： | 王慧 崔准 胡滨 |
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| 作者单位： | 湖南科技大学管理学院; |
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| 基金项目： | 教育部人文社会科学研究规划基金项目(11YJA630124) |
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| 摘 要： | 从网络口碑的数量和评价两个维度出发,运用真实的线上消费者评论数据来分析网络口碑对农产品B2C交易的影响.首先以网络口碑的数量和评价维度为基础构建了线性模型,然后用从中粮集团“我买网”中得出的关于农产品的网络口碑数据来量化影响因素,通过实证研究得出：网络口碑数量正向影响农产品销量,网络口碑评价分数正向影响农产品产品销量.最后据此结论对商家提出相应的营销建议.
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| 关 键 词： | 网络口碑（WOM） 农产品 数量维度 评价维度 |
Analysis of the Mechanism about WOM on the Impact of Agricultural B2C Transactions |
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| Institution: | WANG Hui et al(College of Management, Hunan University of Science and Technology, Xiangtan, Hunan 411201) |
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| Abstract: | This paper starts from two dimensions which are number and evaluation of WOM,using real data to analyze the impact of WOM on B2C agricultural product trade.Firstly,based on the number and evaluation of WOM to construct the linear model.Then use the date from ＂Womai＂ net to quantify factors.Then,through empirical research we can come to the conclusion that the number of WOM has a positive effect on agricultural products sales and the evaluation also has a positive influence on agricultural products sales.Finally,according to the conclusion we can put forward the marketing proposal for business. |
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| Keywords: | WOM Agricultural product Number dimension Evaluation dimension |
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