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, 齐佳音, 张镇平, 曾丹

Analyzing Impacts of Brand Reputation on Online Sales Based on Massive Commodity Reviews and Brand

Liu Lina,Qi Jiayin,Zhang Zhenping,Zeng Dan

表5 模型I和模型II的回归结果

变量 模型I 模型II 估计值 显著性p值 估计值 显著性p值 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