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论文编号：	11855
作者编号：	2120182965
上传时间：	2020/6/23 9:22:16
中文题目：	属性评分与整体评分偏离对产品销售的影响研究
英文题目：	The Impact of Variance of Multi-dimensional Ratings from the Overall Rating on the Product Sales
指导老师：	任星耀
中文关键字：	在线评论；评分偏离；多属性评分；调节定向
英文关键字：	Online reviews; Variance; Multi-dimensional rating; Regulatory focus
中文摘要：	在线评论逐渐成为了消费者在购买产品之前评估产品的重要信息来源，其重要性不断增强。为了提供更为详细的信息以帮助消费者进行购买决策，在线平台不断完善评论系统，逐渐从一维评论系统发展为多维评论系统，提供产品的整体评分和各个产品属性的评分。 虽然多维评论系统在实际中得到了广泛的应用，但是目前涉及到属性层面评分的研究则较少，针对多属性评论如何影响产品销售的探讨有限。并且，产品评论对产品评估和产品销售的影响在不同类型的产品中通常是不一样的。因此，为更好地了解多属性评论对产品销售的影响，本文选择了属性评分与整体评分的偏离进行研究，并对产品类型进行区分，探讨不同产品类型下评分偏离对产品销售产生的影响。 本研究基于期望违背理论和调节定向理论，将产品区分为主流产品和利基产品，并引入关键产品属性变量。作者选择汽车行业作为实证背景，以汽车品牌车系作为研究分析单位，采集了2012 年9 月到 2016 年 10 月的汽车品牌评论数据，并匹配了2015 年 1 月到 2016 年 9 月共21个月的汽车销售数据进行分析。通过实证研究，本文得出以下结论：第一，属性评分与整体评分的偏离对产品销售产生显著的负面影响。第二，属性评分与整体评分的偏离对产品销售的影响强度因产品类型不同而存在差异；具体而言，属性评分与整体评分的偏离对主流产品销售的负面影响大于利基产品。第三，相比于主流产品，利基产品的关键产品属性评分更能弱化属性评分与整体评分的偏离对产品销售的负面影响。 本研究对品牌企业与在线评论平台均具有重要的实践启示。对品牌企业而言，企业可以通过监控产品实际表现，并根据产品属性表现和目标市场需求进行产品设计和沟通。属性评分与整体评分的不一致并不总是对产品有害的，企业需要理性看待评分偏离并根据产品类型的不同强调属性的均衡表现或是某一关键属性的优异表现。对于在线平台而言，平台可以根据产品类型进行评论系统设计，将主流产品和利基产品区分展示，主流产品突出显示产品属性间的均衡表现，而利基产品则更突出其关键产品属性的表现。
英文摘要：	Online reviews have gradually become an important source of information for customers to evaluate products before purchasing and the importance of online reviews continues to increase. In order to provide more detailed information to help consumers make decisions, online platforms continue to improve its review system and gradually change the single-dimensional rating system into a multidimensional rating system, which provides more specific product attribute ratings. Although the multidimensional rating system has been widely used in practice, there are few studies which focus on attribute-level rating and the impact of multi-dimensional ratings on the product sales. Besides, the effect of online reviews on product evaluation and sales is also different across different types of products. Therefore, in order to better understand the impact of multi-dimensional reviews on product sales, this article focuses on variance of multi-dimensional ratings from the overall rating and distinguishes the product types to examine their different effects. Based on the expectation violations theory and the regulatory focus theory, the product type in this study is divided into mainstream and niche, and the rating of the focal dimension is also taken into account. This study selects cars as the research context, and brand model as the level of analysis. The author obtains a full history of consumer reviews from September 2012 to October 2016, from a leading Chinese automobile-rating platform (i.e., AutoHome.com), and the monthly sales volume data from January 2015 to September 2016 in China. The author finally finds: (1) Variance of multi-dimensional ratings from the overall product rating negatively affects product sales. (2) The effect of variance of multi-dimensional ratings from the overall product rating on product sales is more negative when the product is for a mainstream market than when it is for a niche market. (3) The higher the rating of the focal dimension, the stronger the mitigating effect of niche product (vs. mainstream product) on the negative link between variance of multi-dimensional ratings from the overall product rating and product sales. This research has important practical implications for both sellers and online platforms. For sellers, they can monitor products’ actual performance and adjust product design and communication tactics based on product online reviews. At the same time, the variance of multi-dimensional ratings from the overall product rating is not always harmful to the product. Sellers need to take a rational view of the variance of multi-dimensional ratings from the overall rating and emphasize the attribute balance or the performance of focal dimension according to different product types. For the online platform, the platform can design the review system according to the product type, and distinguish mainstream products from niche products. The balance attribute of mainstream products should be highlighted whereas the focal dimension of niche products are more supposed to be highlighted.
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