Please wait a minute...
Advanced Search
数据分析与知识发现  2018, Vol. 2 Issue (9): 10-21     https://doi.org/10.11925/infotech.2096-3467.2018.0164
  研究论文 本期目录 | 过刊浏览 | 高级检索 |
品牌对商品在线销量的影响*——基于海量商品评论的在线声誉和品牌知名度的调节作用研究
刘丽娜1,2,4, 齐佳音2,3(), 张镇平5, 曾丹1
1北京邮电大学经济管理学院 北京 100876
2北京邮电大学可信分布式计算与服务教育部重点实验室 北京 100876
3上海对外经贸大学工商管理学院 上海 201620
4北京邮电大学民族教育学院 北京 102209
5北京邮电大学理学院 北京 100876
Analyzing Impacts of Brand Reputation on Online Sales Based on Massive Commodity Reviews and Brand
Liu Lina1,2,4, Qi Jiayin2,3(), Zhang Zhenping5, Zeng Dan1
1School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China
2Key Laboratory of Trustworthy Distributed Computing and Service (BUPT), Ministry of Education,Beijing 100876, China
3School of Management, Shanghai University of International Business and Economics, Shanghai 201620, China
4School of Ethnic Minority Education, Beijing University of Posts and Telecommunications, Beijing 100876, China
5School of Science, Beijing University of Posts and Telecommunications, Beijing 100876, China
全文: PDF (543 KB)   HTML ( 4
输出: BibTeX | EndNote (RIS)      
摘要 

【目的】研究海量商品评论所隐含的商品在线声誉值对于品牌对商品在线销售量影响的调节作用。【方法】以京东商城手机商品的销售为背景, 通过自然语言处理和机器学习等技术, 利用联合分析法, 精准而全面地计算商品的在线声誉值, 并构建模型探究品牌的两个维度(品牌竞争力和品牌来源国(地区))对于商品销量的影响, 以及在线声誉和品牌知名度对上述影响的调节作用。【结果】在电子商务时代, 品牌竞争力依然是影响商品销量的重要因素, 在线声誉对于品牌竞争力对商品销售的影响起到正向调节作用, 而商品知名度则会削弱品牌来源国(地区)对商品销量的影响。【局限】只针对搜索型商品进行相关分析, 而体验型商品并未涉及。【结论】使用本文方法计算出的商品在线声誉加强了品牌竞争力对销售的影响, 可以为电商平台的在线声誉系统提供更加客观而有益的补充, 具有较高的商业化推广前景。

服务
把本文推荐给朋友
加入引用管理器
E-mail Alert
RSS
作者相关文章
刘丽娜
齐佳音
张镇平
曾丹
关键词 品牌海量商品评论在线声誉机器学习商品销量    
Abstract

[Objective] The paper studies the impacts of brand reputation on the online sales volume of commodities. [Methods] First, we retrieved the sales data of mobile phones from Jingdong Online Mall. Then, we used conjoint analysis to calculate the online reputation of commodities with the help of natural language processing and machine learning technologies. Third, we built a model to explore the impacts of brand competitiveness and its country-of-origin on sales. [Results] We found that brand competitiveness was an important factor influencing the sales of commodities. Online reputation increased the impact of brands’ competitiveness, and brand awareness weakened the impacts of brand country-of-origin. [Limitations] The paper only analyzed the search products, which did not include the experience products. [Conclusions] The online reputation calculated by the proposed method enhances the impacts of brand competitiveness on sales. This study could help e-commerce platforms improve their online reputation management system.

Key wordsBrand    Massive Commodity Reviews    Online Reputation    Machine Learning    Sales of Commodities
收稿日期: 2018-02-08      出版日期: 2018-10-25
ZTFLH:  分类号: C931  
基金资助:*本文系国家自然科学基金重大研究计划项目“大数据驱动的管理与决策研究”培育项目——“大数据驱动的三类典型工商市场主体风险识别决策研究”(项目编号: 91546121)和国家社会科学基金重大研究课题项目“面向国家公共安全的互联网信息行为及治理研究”(项目编号: 16ZDA055)的研究成果之一
引用本文:   
刘丽娜, 齐佳音, 张镇平, 曾丹. 品牌对商品在线销量的影响*——基于海量商品评论的在线声誉和品牌知名度的调节作用研究[J]. 数据分析与知识发现, 2018, 2(9): 10-21.
Liu Lina,Qi Jiayin,Zhang Zhenping,Zeng Dan. Analyzing Impacts of Brand Reputation on Online Sales Based on Massive Commodity Reviews and Brand. Data Analysis and Knowledge Discovery, 2018, 2(9): 10-21.
链接本文:  
http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/10.11925/infotech.2096-3467.2018.0164      或      http://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/Y2018/V2/I9/10
  本研究的概念模型
属性
评论
属性1 属性2 属性3 属性n
评论1 1 -1 NA 0
评论2 0 1 1 -1
评论3 -1 -1 0 1
NA 1 1 NA
评论p -1 0 -1 1
  产品属性评价矩阵
  产品属性词典和评价情感词典构建流程
属性值 权重值 属性值 权重值
系统 0.341805 相机 0.046815
其他 0.090546 功能 0.046389
信号 0.083553 屏幕 0.04296
容量 0.079986 价格 0.033945
电池 0.064467 版本 0.024334
手感 0.060609 CPU 0.018114
外观 0.048572 物流 0.017905
  手机产品属性的权重值
手机编号 在线美誉度 百度搜索指数 在线声誉
1 0.593745 2146 4.554828570
2 0.656940 468 4.039172058
3 0.835454 294 4.748369351
4 0.616323 2146 4.728038432
5 0.750180 2300 5.806895190
101 0.685705 837 4.614673349
  各款手机的在线美誉度、百度搜索指数及在线声誉值
变量 含义 N 平均值 标准差 最小值 最大值
销量排名 手机的销售排名 101 58.46535 38.69898 1 101
品牌竞争力 手机品牌是否在“中关村在线”中的“手机品牌排行榜”位于前10名 101 0.3366337 0.4749153 0 1
品牌来源国(地区) 是否为中国本土品牌 101 0.6831683 0.4675616 0 1
上架时间 手机的上架时间, 以月为单位 101 10.1188119 3.5856897 0 15
价格 手机的价格 101 1306.931 138.3024 1049 1499
促销活动 手机是否有促销活动 101 0.346535 0.478239 0 1
评论数量 手机的评论总数 101 2014.545 2909.118 30 12473
差评率 评论星级为1星或2星的评论总数占总评论数的百分比 101 3.594059 2.665251 0 19
平均星级评分 评论星级的平均分 101 4.467924 0.173498 3.549296 4.828897
在线声誉 手机的在线声誉 101 4.3813679 0.9660922 2.2591451 6.5364787
网络知名度 手机的网络知名度 101 1043.545 1688.895 46 13489
  描述性统计结果
变量 模型I 模型II
估计值 显著性p 估计值 显著性p
β (常量) 5.030504 0.365 5.543441 0.285
brand_rec -0.49758** 0.005 -0.87397** 0.001
brand_cou 0.058222 0.729 1.310094** 0.009
time_of_rel -0.83646** 0.007 -0.83077** 0.005
ln(price) -0.37169 0.568 -0.44783 0.463
discount 0.191785 0.240 0.068835 0.662
ln(num_of_review) -0.32641*** 0.000 -0.3217*** 0.000
ratio_of_bad 0.028483 0.406 0.031214 0.329
avg_rating 0.934582 0.085 0.947879 0.066
brand_rec×reputation 36.66385* 0.036
brand_cou×ln(awareness) -0.20379** 0.005
R2 0.527 0.598
调整R2 0.486 0.553
观测样本 101 101
AIC[43] 2.109 1.986
显著性水平 0.000 0.000
  模型I和模型II的回归结果
[1] Resnick P, Kuwabara K, Zeckhauser R, et al.Reputation Systems[J]. Communication of the ACM, 2000, 43(12): 45-48.
[2] Hendrikx F, Bubendorfer K, Chard R.Reputation Systems: A Survey and Taxonomy[J]. Journal of Parallel & Distributed Computing, 2015, 75: 184-197.
[3] Houser D, Wooders J.Reputation in Auctions: Theory, and Evidence from eBay[J]. Journal of Economics & Management Strategy, 2006, 15(2): 353-369.
[4] 吴涛, 赵小鲁. 旅游企业互联网声誉评价指标体系研究[J]. 旅游学刊, 2016, 31(11): 96-106.
doi: 10.3969/j.issn.1002-5006.2016.11.015
[4] (Wu Tao, Zhao Xiaolu.Study on the Evaluation Index System for the Internet Reputation of Tourism Enterprises[J]. Tourism Tribune, 2016, 31(11): 96-106.)
doi: 10.3969/j.issn.1002-5006.2016.11.015
[5] Dellarocas C.Online Reputation Systems: How to Design One that Does What You Need[J]. MIT Sloan Management Review, 2010, 51(3): 33-38.
[6] Przepiorka W.Buyers Pay for and Sellers Invest in a Good Reputation: More Evidence from eBay[J]. The Journal of Socio-Economics, 2013, 42: 31-42.
doi: 10.1016/j.socec.2012.11.004
[7] Proserpio D, Zervas G.Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews[J]. Marketing Science, 2017, 36(5): 645-665.
doi: 10.1287/mksc.2017.1043
[8] McDonald C G, Slawson Jr V C. Reputation in an Internet Auction Market[J]. Economic Inquiry, 2002, 40(4): 633-650.
doi: 10.1093/ei/40.4.633
[9] 菲利普·科特勒. 营销管理: 分析、计划、执行和控制[M]. 梅汝和, 梅清豪, 张桁译. 第1版. 上海: 上海人民出版社,1997.
[9] (Philip Kotler.Marketing Management: Analysis, Planning, Implementation and Control [M].Translated by Mei Ruhe, Mei Qinghao, Zhang Heng. The1st Edition. Shanghai: Shanghai People’s Publishing House, 1997.)
[10] Erdem T, Swait J.Brand Equity as a Signaling Phenomenon[J]. Journal of Consumer Psychology, 1998, 7(2): 131-157.
doi: 10.1207/s15327663jcp0702_02
[11] 李桂华, 卢宏亮. 供应商品牌溢出价值, 品牌关系质量与采购商重复购买意向: 基于采购商视角[J]. 南开管理评论, 2010, 13(4): 71-82.
[11] (Li Guihua, Lu Hongliang.Spillover Value of the Suppliers’ Brand, Brand Relationship Quality and Buyers’ Repurchase Intention: From the Perspective of Buyers[J]. Nankai Business Review, 2010, 13(4): 71-82.)
[12] Huang R, Sarigöllü E.How Brand Awareness Relates to Market Outcome, Brand Equity, and the Marketing Mix[J]. Journal of Business Research, 2012, 65(1): 92-99.
doi: 10.1016/j.jbusres.2011.02.003
[13] Lovett M J, Peres R, Shachar R.On Brands and Word of Mouth[J]. Journal of Marketing Research, 2013, 50(4): 427-444.
doi: 10.1509/jmr.11.0458
[14] Hodac N H, Carson S J, Moore W L.The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?[J]. Journal of Marketing, 2013, 77(6): 37-53.
[15] Gardner B B, Levy S J.The Product and the Brand[J]. Harvard Business Review, 1955, 33(2): 33-39.
[16] 迈克尔·波特. 竞争优势[M]. 陈小悦译. 第1版. 北京: 华夏出版社, 2005.
[16] (Michael E.Porter. Competitive Advantage[M]. Translated by Chen Xiaoyue. The 1st Edition. Beijing: Huaxia Publishing House, 2005.)
[17] Spence M.18 - Job Market Signaling[J]. Uncertainty in Economics, 1978, 87(3): 283-306, 281.
[18] 皮天雷. 国外声誉理论:文献综述、研究展望及对中国的启示[J]. 首都经济贸易大学学报, 2009, 11(3): 95-101.
[18] (Pi Tianlei.Foreign Reputation Theory: Literature Review, Research Prospects and Implications for China[J]. Journal of Capital University of Economics and Business, 2009, 11(3): 95-101.)
[19] Milgrom P R, North D C, Weingast B R.The Role of Institutions in the Revival of Trade: The Law Merchant, Private Judges, and the Champagne Fairs[J]. Economics & Politics, 1990, 2(1): 1-23.
[20] Kennes J, Schiff A.The Value of a Reputation System [R]. Economics Working Paper Archive at WUSTL, 2002.
[21] 李勇, 丁日佳, 张敏敏. 品牌竞争力及其建模方法研究[J]. 生产力研究, 2008(21):132-134.
[21] (Li Yong, Ding Rijia, Zhang Minmin.Research on Brand Competitiveness and Its Modeling Method[J]. Productivity Research, 2008(21): 132-134.)
[22] 李光斗. >品牌竞争力[M]. 北京: 中国人民大学出版社, 2003.
[22] (Li Guangdou.The Competitiveness of Brand [M]. Beijing: China Renmin University Press, 2003.)
[23] De Chernatony L, McDonald M. Creating Powerful Brands [M]. Oxford: Buderworth Heinermann Press, 1998.
[24] 姜岩, 董大海. 消费者视角下的品牌竞争力界定、生成与评价[J]. 华东经济管理, 2008, 22(4): 107-112.
[24] (Jiang Yan, Dong Dahai.An Explanation and Evaluation on Brand Competence Based on the Consumer’s View[J]. East China Economic Management, 2008, 22(4): 107-122.)
[25] Bansah P F, Dabi M, Anita S, et al.The Effect of Branding on Consumer Buying Behavior Among Textile Ghana Fabric Users in the Ho Municipality of Ghana[J]. Journal of Business Market Management, 2015, 7(26): 117-125.
[26] Yeboah M.Impact of Product Branding on Sales Revenue of Listed Companied in Ghana[J].International Journal of Academic Research in Business and Social Sciences, 2016, 6(9): 112-124.
[27] Gürhan-Canli Z, Maheswaran D.Determinants of Country-of-Origin Evaluations[J]. Journal of Consumer Research, 2000, 27(1): 96-108.
doi: 10.1086/314311
[28] 吴坚, 符国群.品牌来源国和产品制造国对消费者购买行为的影响[J].管理学报, 2007, 4(5): 593-601.
[28] (Wu Jian, Fu Guoqun.Effects of Brand-Originating Counties and Product-Made Countries on a Consumer’s Product Evaluation and Purchase Intension[J]. Chinese Journal of Management, 2007, 4(5): 593-601.)
[29] 朱强, 王兴元. 产品创新性感知对消费者购买意愿影响机制研究——品牌来源国形象和价格敏感性的调节作用[J].经济管理, 2016, 38(7): 107-118.
[29] (Zhu Qiang, Wang Xingyuan.The Influential Mechanism of Perceived Product Innovativeness on Consumers’ Purchase Intention: The Moderating Role of Country-of-Origin Image and Price Sensitivity[J]. Economic Management, 2016, 38(7): 107-118.)
[30] Aaker D A, Joachimsthaler E.Brand Leadership[M]. New York: Simon & Schuster, 2012.
[31] Szybillo G J, Jacoby J.Intrinsic Versus Extrinsic Cues as Determinants of Perceived Product Quality[J]. Journal of Applied Psychology, 1974, 59(1): 74-78.
doi: 10.1037/h0035796
[32] Cobb-Wagren C J, Ruble C A, Donthu N. Brand Equity, Brand Preference, and Purchase Intent[J]. Journal of Advertising, 1995, 24(3): 25-40.
doi: 10.1080/00913367.1995.10673481
[33] 林素吟. 服务质量、满意度与购买意图关系之研究: 层级干扰回归分析之应用[J]. 管理评论学刊, 2005, 24(2): 1-17.
[33] (Lin Suyin.A Study on the Relationship Between Service Quality, Satisfaction and Purchase Intention: Application of Hierarchical Interference Regression Analysis[J]. Management Review Journal, 2005, 24(2): 1-17.)
[34] 王京山. 网络声望初论[J]. 北京印刷学院学报, 2008, 16(5): 16-19.
[34] (Wang Jingshan.Study on Internet Reputation[J]. Journal of Beijing Institute of Graphic Communication, 2008, 16(5): 16-19.)
[35] 刘英杰. 沈阳市旅游景区知名度、美誉度调查[J]. 全国商情, 2012(24): 6-7.
[35] (Liu Yingjie.A Survey of the Popularity and Reputation of the Tourist Attractions in Shenyang[J]. China Business, 2012(24): 6-7. )
[36] Ghose A, Ipeirotis P G, Sundararajan A.Opinion Mining Using Econometrics: A Case Study on Reputation Systems[C]//Proceedings of the 45th Annual Meeting of the Association of Computational Linguistics. 2007: 416-423.
[37] 姜巍, 张莉, 戴翼, 等. 面向用户需求获取的在线评论有用性分析[J]. 计算机学报, 2013, 36(1): 119-131.
[37] (Jiang Wei, Zhang Li, Dai Yi, et al.Analyzing Helpfulness of Online Reviews for User Requirements Elicitation[J]. Chinese Journal of Computers, 2013, 36(1): 119-131.)
[38] 韩煜东, 刘伟. 联合分析法研究综述与展望[J]. 管理现代化, 2011(6):29-31.
[38] (Han Yudong, Liu Wei.Review and Prospect of Joint Analysis[J]. Modernization of Management, 2011(6): 29-31.)
[39] Luce R D, Tukey J W.Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement[J]. Journal of Mathematical Psychology, 1964, 1(1): 1-27.
doi: 10.1016/0022-2496(64)90015-X
[40] Archak N, Ghose A, Ipeirotis P G.Deriving the Pricing Power of Product Features by Mining Consumer Reviews[J]. Management Science, 2011, 57(8): 1485-1509.
doi: 10.1287/mnsc.1110.1370
[41] Nelson P.Information and Consumer Behavior[J]. Journal of Political Economy, 1970, 78(2): 311-329.
doi: 10.1086/259630
[42] Chevalier J, Goolsbee A.Measuring Prices and Price Competition Online: Amazon.com and BarnesandNoble.com[J]. Quantitative Marketing and Economics, 2003, 1(2): 203-222.
doi: 10.1023/A:1024634613982
[43] 刘璋温. 赤池信息量准则AIC及其意义[J]. 数学的实践与认识, 1980(3): 64-72.
[43] (Liu Zhangwen.Akaike’s Information Criterion and Its Significance[J]. Mathematics in Practice and Theory, 1980(3): 64-72.)
[1] 陈东,王建冬,李慧颖,蔡思航,黄倩倩,易成岐,曹攀. 融合机器学习算法和多因素的禽肉交易量预测方法研究 *[J]. 数据分析与知识发现, 2020, 4(7): 18-27.
[2] 梁野,李小元,许航,胡伊然. CLOpin:一种面向舆情分析与预警领域的跨语言知识图谱架构*[J]. 数据分析与知识发现, 2020, 4(6): 1-14.
[3] 杨恒,王思丽,祝忠明,刘巍,王楠. 基于并行协同过滤算法的领域知识推荐模型研究*[J]. 数据分析与知识发现, 2020, 4(6): 15-21.
[4] 王若佳,张璐,王继民. 基于机器学习的在线问诊平台智能分诊研究[J]. 数据分析与知识发现, 2019, 3(9): 88-97.
[5] 李纲,周华阳,毛进,陈思菁. 基于机器学习的社交媒体用户分类研究 *[J]. 数据分析与知识发现, 2019, 3(8): 1-9.
[6] 胡佳慧,方安,赵琬清,杨晨柳,任慧玲. 面向知识发现的中文电子病历标注方法研究 *[J]. 数据分析与知识发现, 2019, 3(7): 123-132.
[7] 张金柱,胡一鸣. 融合表示学习与机器学习的专利科学引文标题自动抽取研究*[J]. 数据分析与知识发现, 2019, 3(5): 68-76.
[8] 刘志强,都云程,施水才. 基于改进的隐马尔科夫模型的网页新闻关键信息抽取*[J]. 数据分析与知识发现, 2019, 3(3): 120-128.
[9] 徐红霞,李春旺. 科技文献内容知识点抽取研究综述[J]. 数据分析与知识发现, 2019, 3(3): 14-24.
[10] 王晰巍,王铎,郑晴晓,韦雅楠. 在线品牌社群环境下企业与用户的信息互动研究*——以虚拟现实产业为例[J]. 数据分析与知识发现, 2019, 3(3): 83-94.
[11] 李静,潘舒笑,李雪岩,贾立静,赵宇卓. 基于多目标量子优化分类器的急诊危重患者关键指标筛选 *[J]. 数据分析与知识发现, 2019, 3(12): 101-112.
[12] 沈洋,庄伟超,吴清华,钱玲飞. 基于区间模糊VIKOR的监犯特征风险评估研究 *[J]. 数据分析与知识发现, 2019, 3(11): 70-78.
[13] 张紫玄,王昊,朱立平,邓三鸿. 中国海关HS编码风险的识别研究*[J]. 数据分析与知识发现, 2019, 3(1): 72-84.
[14] 贾隆嘉, 张邦佐. 高校网络舆情安全中主题分类方法研究*——以新浪微博数据为例[J]. 数据分析与知识发现, 2018, 2(7): 55-62.
[15] 陆伟, 罗梦奇, 丁恒, 李信. 深度学习图像标注与用户标注比较研究*[J]. 数据分析与知识发现, 2018, 2(5): 1-10.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
版权所有 © 2015 《数据分析与知识发现》编辑部
地址:北京市海淀区中关村北四环西路33号 邮编:100190
电话/传真:(010)82626611-6626,82624938
E-mail:jishu@mail.las.ac.cn